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Trading Up - Why Consumers Want New Luxury Goods--and How Companies Create Them (Reprint) Department_SINGAPORE SYLLABUS SECONDARY – Understand the basics ofA 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. Reprint.