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Trading Up: Why Consumers Want New Luxury Goods--And How Companies Create Them

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Trading Up: Why Consumers Want New Luxury Goods--And How Companies Create Them - Silverstein, Michael J, and Fiske, Neil, and Butman, John
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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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Trading Up: Why Consumers Want New Luxury Goods--And How Companies Create Them 2008, Portfolio

ISBN-13: 9781591840701

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