プレミアムの設計:ハイエンド商品のマーケティング<br>Premium by Design : How to Understand, Design and Market High End Products

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プレミアムの設計:ハイエンド商品のマーケティング
Premium by Design : How to Understand, Design and Market High End Products

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  • 製本 Hardcover:ハードカバー版/ページ数 334 p.
  • 言語 ENG
  • 商品コード 9781409418900
  • DDC分類 658.575

基本説明

The book features insights from the world of customer science and design research.

Full Description

There are luxuries that most of us will never be able to afford in a lifetime, but just off the shores of the moneyed is a huge, fast growing, land of premium value which inspires people to get there, even if they need to stretch their budget to reach it. Premium by Design is a thoroughly researched, well argued and well presented study that identifies how global business leaders have succeeded in achieving margins by design. Thanks to original tools and processes, this book shows how you might also succeed. It is about better, but reachable and real, products and services. The book features insights from the world of customer science and design research. The key challenge for the world today is finding out how sustainable is the underlying process that is driving this apparent desire for more and more indulgent material possessiveness? This book might not have all the answers, but it will provoke and trigger a long overdue debate in the premium and image driven industries about tomorrow's values. As a result it is a must read for anyone in this market, or aspiring to it.

Contents

1: Hope at Checkout for Everybody; 1: Achievable Dreams; 2: Horizons where Aspiration Gazes; 3: Luxury - Aim High for a Strong Head Start; 4: Business Tool: Deciphering the "Algebra" of Consumer's Minds; 2: "Practical DNA": The Five Must Haves (Rules) of the High End; 5: Rule 1: It is All About the "Beef" (Dimension: Authenticity and Value); 6: Rule 2: It is All About Design and Experience; 7: Rule 3: It is About Creating the "New" (Dimension: Innovation and Leadership); 8: Rule 4: It's About "Fame" (Dimension: Marketing, Communication and Distribution); 9: Rule 5: It is About "Higher Values" (Dimension: Sustainability and Simplicity); 3: Vistas and New High End Experiences; 10: Urban Futures: Opportunities for Tomorrow's High End; 11: Premium Products and Experiences through High Design; 12: Design for Tomorrow; 4: Business Tools That Jump-Start Your High End; 13: Creating New High End Propositions; 14: Know Thy Customer: Sequencing the Genome of the High End Mind; Conclusions

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