Livro - Trading Up (Revised and Updated) - Why Consumers Want New Luxury Goods - And How Companies Create Them

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 dolls, and much more. The book identified a major opportunity for entrepreneurs and innovators, managers and marketers, in every category of consumer goods and services.