TITLE

Treasure Hunt

AUTHOR(S)
Silverstein, Michael J.; Butman, John
PUB. DATE
February 2007
SOURCE
Treasure Hunt - Business Book Summaries;2007, Vol. 1 Issue 1, p1
SOURCE TYPE
Book Summary
DOC. TYPE
Book Summary
ABSTRACT
Author Michael Silverstein is a business consultant with a mission: to infiltrate the middle class homes of the world, pry open their family budgets, and dissect what makes them spend, what makes them save, and what makes them withhold their hard-earned cash on one item over another. The author (with Neil Fiske) of Trading Up, itself a comprehensive study of America's spending habits, delves deeper into the minds of the middle-class spender in his newest book, Treasure Hunt. What he finds is a financially savvy society, well-educated in the business of buying-men, women, and families who know what they want, how to get it, and what they'll have to do to maximize their purchasing pleasure and power. In Treasure Hunt, Silverstein (with the help of collaborator John Butman) enters the living rooms of eight typical consumers and asks them, simply, "how do you spend your money?" The answers vary widely, and, as Silverstein relates, will bring about revelations regarding the way businesses can maximize their products' and marketing's impact on smart purchasers. Consuming has become a treasure hunt, say Silverstein-a constant search through the ever-changing world of goods and services. The consumer's goal: to find the perfect value every time. The product maker's wish: to find a niche in the splitting marketplace. In Treasure Hunt, the means of deciphering that consumer code is all here, presented in readable personal accounts and insider-view company profiles. It is simply the savvy business owner's task to find it
ACCESSION #
24843972

 

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