First published to media acclaim in October 2003, Trading Up revealed how today’s middle-class consumers are seeking higher levels of quality, taste, and aspiration than had ever been possible before—in their choices of cars and clothing, vodka and beer, golf clubs and dolls, and much more. The book identified a major opportunity for entrepreneurs and innovators, managers and marketers, in every category of consumer goods and services. Now Michael Silverstein and Neil Fiske have thoroughly revised this BusinessWeek bestseller with new research and new insights into the still- growing phenomenon of trading up.

《Trading Up》于2003年10月首次向媒体发表，它揭示了当今中产阶级消费者在选择汽车和服装、伏特加和啤酒、高尔夫球杆和玩偶等方面比以往任何时候都追求更高水平的品质、品味和抱负。这本书为企业家和创新者、管理者和营销者在消费品和服务的每一个类别中确定了一个重大机会。现在，迈克尔·西尔弗斯坦和尼尔·菲斯克对《商业周刊》这本畅销书进行了彻底修改，对仍在增长的涨停现象进行了新的研究和新的见解。