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Summary: "A construction worker spends $3,000 for a set of Callaway golf clubs. An executive drives a BMW but buys household staples at Costco. Why?.... That's the question driving Trading Up
First published to media acclaim in October 2003, Trading Up revealed howtoday's middle-class consumers are seeking higher levels of quality, taste, and aspiration than had ever been possible before--in their choices of cars and clothing, vodka and beer, golf clubs and dol ...show morels, and much more. The book identified a major opportunity for entrepreneurs and innovators, managers and marketers, in every category of consumer goods and services. Now Michael Silverstein and Neil Fiske have thoroughly revised this BusinessWeek bestseller with new research and new insights into the still-growing phenomenon of trading up. ...show less
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