Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them
Sign in to keep track of books you’ve read and want to read.
Trading up isn't just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas at Victoria's Secret. Or a young professional buys only Kendall-Jackson premium wines. Or a construction worker splurges on a $3,000 set of Callaway golf clubs.In dozens of categories, these "new luxury" brands now sell at huge premiums over conventional goods, and in much larger volumes than traditional "old luxury" goods. Trading Up has become the definitive book about this growing trend.
Liked Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them? Here’s where I’d start.
These suit anyone who liked Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them. Sign in and mark a few books for picks shaped around your own taste.
-
Survival Is Not Enough: Why Smart Companies Abandon Worry and Embrace Change Shares business, marketing, nonfiction -
The Unpublished David Ogilvy Shares business, marketing, nonfiction -
Different: Escaping the Competitive Herd Shares business, marketing, nonfiction -
A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century Shares business, marketing, nonfiction
“People who read Trading Up: Why Consumers Want New Luxury Goods--and How Companies Create Them tend to reach for these next.”
“If you want more of the same (business about work), start with these.”
“If it was the marketing that hooked you, try one of these.”
-
The Mirror Test: Is Your Business Really Breathing?
-
The Long Tail: Why the Future of Business is Selling Less of More
-
The Invisible Touch: The Four Keys to Modern Marketing
-
Outrageous Advertising That's Outrageously Successful: Created for the 99% of Small Business Owners Who are Dissatisfied with the Results They Get From Their Current Advertising
“These start from a similar idea, even if they go somewhere else with it.”
-
A Man and His Mountain: The Everyman Who Created Kendall-Jackson and Became America's Greatest Wine Entrepreneur
-
A Toast to Bargain Wines: How Innovators, Iconoclasts, and Winemaking Revolutionaries Are Changing the Way the World Drinks
-
Luxury Brand Management: A World of Privilege
-
How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands