Trading Up

What are the financial and emotional pressures and social forces that drive these product choices? What are the benefits that qualify a premium-price product or service for mass acceptance? And how can an established producer create a successful mass luxury brand?

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.