Trading Up: Why Consumers Want New Luxury Goods–and How Companies Create Them

First published to media acclaim in October 2003, Trading Up revealed how today’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. 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.