Trading Up: The New American Luxury

I mostly picked this up because it was the best choice at the airport bookstore, but I had also read intriguing reviews. And I figured I was one of the consumers this book is about; I buy many of the brands they discuss. It's mostly written as a guide to marketing to these consumers, but it's still an interesting read when you're just a consumer rather than a brand owner. I don't feel manipulated after reading it. It makes homeowning sound dangerously expensive in ways I hadn't considered. Some of the numbers seemed off -- I only earn about half the salary they give for the official demographic that buys these products. Everything else rang true, however. In quoting random consumers, there seemed to be an unusually high number of show more librarians. show less