Trading Up: The New American Luxury by Michael Silverstein, Neil Fiske & John Butman

Trading Up: The New American Luxury by Michael Silverstein, Neil Fiske & John Butman

In Trading Up, a world-class team of consultants and researchers explores these questions and shows how companies create premium brands that appeal to the mass-market consumer.

The book is teeming with ideas that are relevant to product developers, business strategists, marketers, and social critics as well as consumers themselves.