When making purchasing decisions, people are no longer keeping up with the Joneses, they are keeping up with the Trumps. In order to tap into this market and their willingness to pay high prices, companies must learn to design, develop, and market the products that this incredibly profitable market segment want. Written by two consultants from the pre-eminant design consulting firm in Europe and two consultants who are better than anyone at tapping into the wants of consumers, this book is needed by every company who wants to compete in todays marketplace, whether they sell cars, kitchen gadgets, mp3 players, or food. The authors begin by exploring the background and fundamentals of what works in contemporary luxury and high-end marketplaces. Next, they introduce a proven, qualitative, research-based tool for understanding your high-end customers, and use it to explore quantitative hypotheses about their future behavior, cultural differences, and the best ways to reach them. Building on this research and experimentation, you'll walk through creating an actionable scorecard for envisioning your own organization's best opportunities. From those companies that have a full portfolio of luxury brands to those companies that are looking to create (or recreate) a luxury brand to add to their product line, this book will provide everything they need, from ideas on design, to creating, marketing, and measuring the effectiveness of the luxury product.
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