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Luxury for the Masses (Spanish version)
Silverstein, Michael J.; Fiske, NeilArticle HBS-R0304CMarketingThere is a new class of American consumer and a new category of products and services has sprung into being to cater to it: new luxury. America's middle-market consumers are trading up to higher levels of quality and taste than ever before. Members of the middle market (those earning $50,000 and above annually) collectively have around $3.5 trillion of disposable income. And they will pay premiums of 20% to 200% for well-designed, well-engineered...Starting at €8.20