Trading Up/treasure Hunt

Two essential business books in a handsome gift set
In his consulting with dozens of leading companies, Michael J. Silverstein has interviewed thousands of consumers about what really drives their purchase decisions. His first book (with Neil Fiske), the acclaimed bestseller “Trading Up,” has taught a generation of marketers about the new luxury phenomenon. It explains why people happily pay a steep premium for goods and services that are emotionally satisfying, from cars to golf clubs to beauty products and how smart companies are meeting their needs. His second book, “Treasure Hunt,” explores how the same middle-class people who are trading up at Victorias Secret and Panera are going on treasure hunts at Costco and Home Depot. And why they are often getting as much emotional satisfaction in the discount stores as in the luxury stores.

Both books are written with a unique blend of hard data and personal stories. Now they are available together as a specially priced boxed set. Trading Up is packed with insights on how shoppers think and behave. I found it incredibly smart and illuminating.
David Brooks, author of “Bobos in Paradise”
There is a treasure trove of premium advice and valuable information in Treasure Hunt for anyone in any business who wants to cash in on the trading up/trading down trend and avoid getting mired in the dwindling profit margins of the middle.
Cecil Johnson, “Knight Ridder News Service”