Trading Up [antikvár]

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Consumers today are willing to pay a significant premium for goods and services that are emotionally important to them and that deliver the perceived values of quality, performance, and engagement. But in other categories that aren't emotionally important, they become bargain hunters: a passionate Mercedes driver will shop at Target every weekend; a construction worker who splurges on a $3,000 set of Callaway golf clubs will also buy store-brand groceries. 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.