TRADING UP: Why Consumers Want New Luxury Goods— and How Companies Create Them

📖 Author: Michael J. Silverstein and Neil Fiske
🔹 Genre: Business | Marketing | Consumer Behavior
🏢 Publisher: The Penguin Group
Publication Year: 2004

️ Discover the forces driving the ever-evolving luxury market in Trading Up. Silverstein and Fiske delve into the psychology behind why consumers crave new luxury goods and, crucially, how successful companies strategically create this demand.

Gain insights into the innovative tactics and compelling narratives that leading brands use to entice consumers to "trade up." Understand the key elements of desire, aspiration, and the creation of perceived value in the world of high-end products and experiences.

Whether you're in marketing, business, or simply curious about the allure of luxury, this book offers a fascinating and insightful exploration into the dynamics of consumer behavior and the art of crafting desire. Unlock the secrets behind the success of premium brands. ✨