Premium by Design: How to Understand, Design and Market High End Products

by Marco Bevolo, Alex Gofman

Overview

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 insight

Product Details

ISBN-13:	9781032836867
Publisher:	Taylor & Francis
Publication date:	06/24/2024
Pages:	332
Product dimensions:	6.88(w) x 9.69(h) x (d)

About the Author

Marco Bevolo is Lecturer in International Leisure Management / Sciences at NHTV University of Applied Sciences, The Netherlands, and an independent consultant. As Director at Philips Design, he worked on the set up and launch of CultureScan and in areas of urban futures programs and foresight. He graduated from the University of Turin (Psychology major) and started his career at Italdesign Giugiaro. He is co-author and contributor to some 35 articles, conference papers and books on design, branding and trends. He published his first independent book, "The Golden Crossroad", in 2009. Dr Alex Gofman is an accomplished consumer research executive, scholar and author with a strong portfolio of successes for major global clients. With well over 100 publications, he is widely published and recognized internationally for contributions to consumer intelligence. Alex is an Associate Professor of Marketing at Pace University teaching graduate courses. He is a co-author of the award winning Selling Blue Elephants book (Wharton School Publishing) translated into 14 languages. Alex is a frequent speaker at international conferences and a guest lecturer at universities around the world. Dr Howard Moskowitz is President of Moskowitz Jacobs Inc. He is a well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technologies. He graduated from Harvard University with a Ph.D. in experimental psychology; and Queens College (New York) with degrees in mathematics and psychology. Dr. Moskowitz has won numerous awards, including the 2010 Walston Chubb Award for Innovation and the Charles Coolidge Parlin Marketing Research Award. He frequently speaks at scientific and market research conferences; he is a guest lecturer at leading business schools. He has written/edited eighteen books, including the internationally acclaimed Selling Blue Elephants, has published well over 300 articles and serves on the editorial board of major journals.

Table of 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

Editorial Reviews

'I found this book to be a very useful and readable guide to what the luxury market is and what it will become and a very good primer on how to anticipate the luxury market of the future.' Arnold Brown, Chairman, Weiner, Edrich, Brown, Inc., New York 'Marco Bevolo, Alex Gofman and Howard Moskowitz show us the way to tomorrow’s High End by talking to experts from around the world to learn from them, listen to consumers to practically evaluate what it means and deliver the insights to all of us to get started today. Known as industry experts and innovators around the world, the authors accelerate our learning and practically invite us to a better world for all, by design...Enjoy!' Laurent Flores, CEO, CRMMetrix, Paris, France 'How to get customers? How to lose customers? How to create a new brand from one hundreds of years old or a new idea? This and much more makes Premium by Design a literal playbook for senior management and marketing personnel for companies large and small. The real life examples bring the lessons to life, anybody who reads this book will come away with numerous ideas they can use in their businesses.' Doug Gollan, President and Editor in Chief, Elite Traveler, New York 'Premium by Design is an excellent source of insights and learning about the increasingly important but little understood mass luxury market. It’s that rare sort of book that combines rigorous research with thought provoking views on the future while wrapping it all together in a thoroughly engaging writing style. The authors also deserve credit for including China in their analysis as it will likely be - if it’s not already - the primary battleground for tomorrow’s high end spending.' Jim Sailor, Managing Director, TNS Greater China, Shanghai 'Premium by Design is a thoroughly researched, well argued and well presented study that combines a rigorous identification of important trends for the future, with new insights. As a result it is a must read for anyone in th

From the Publisher