Description
Explains how businesses can profit from middle-market revenues, reveals what motivates customers, identifies accessible luxury items, and shares the success stories of several "new luxury" companies.
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A study on middle-class consumerism finds that today's customers are seeking higher levels of quality, taste, and aspiration, in a revised edition of the best-seller that draws on new research to explore the trading up phenomenon to reveal how entrepreneurs, innovators, managers, and marketers can make the most out of related opportunities. 40,000 first printing.
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