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indigoBooksMichael J. Silverstein

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|October 6, 2015

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Meet your new global consumer You’ve heard of the burgeoning consumer markets in China and India that are driving the world economy. But do you know enough about these new consumers to convert them into customers? Do you know that: • There will be…

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Trading up isn't just for the wealthy anymore. These days no one is shocked when an administrative assistant buys silk pajamas at Victoria's Secret. Or a young professional buys only Kendall-Jackson premium wines. Or a construction worker splurges on a $3,000…

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In our current economic crisis, companies everywhere will begin reexamining their strategies for finding new ways to target customers. With women responsible for 64% of household spending and accounting for an astonishing $12 trillion per year, companies…

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Michael J. Silverstein is one of the world's leading branding experts, a founder of BCG's consumer practice and author of four books on consumer behavior and motivation.

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The essential follow-up to the BusinessWeek bestseller Trading Up A BMW in a Costco parking lot? A working class family with a 50-inch plasma TV? What's going on in the mind of the new consumer? Today's consumers can seem impossible to understand, and even harder…