Trading Up
Why Consumers Want New Luxury Goods--and How Companies Create Them
An upbeat survey of a range of consumer brands . . . which, the authors argue, are successful because they appeal not just to the material needs of consumers but to their emotional desires--The New Yorker. Illustrated.
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Produktdetails
Weitere Autoren: Fiske, Neil / Butman, John
- ISBN: 978-1-59184-070-1
- EAN: 9781591840701
- Produktnummer: 3455450
- Verlag: Random House N.Y.
- Sprache: Englisch
- Erscheinungsjahr: 2008
- Seitenangabe: 320 S.
Über den Autor
Michael J. Silverstein is a senior vice president of The Boston Consulting Group and the coauthor of the business bestseller Trading Up. He works with leading companies around the world. Neil Fiske is the former head of the Chicago office of The Boston Consulting Group and is now the CEO of Bath & Body Works.John Butman is an established business author and journalist.
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