by Michael J. Silverstein, John Butman · Lua de Papel · tapa blanda · ISBN 9789892302331
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«A Caça ao Tesouro» is an essay on consumption by Michael J. Silverstein and John Butman, published in paperback and in Portuguese by Lua de Papel.
The essay investigates how the mindset of today's consumer has changed, often saving on basic products to afford selective spending, a pattern called trading up. The authors analyze the emotional motivations behind these purchases and the challenges they pose for brands, with cases and market studies.
Subtitled «Dentro da Mente do Novo Consumidor», the book was published in 2008 and is presented as a follow-up to the best-seller Trading Up.
Recommended for marketing and economics professionals, as well as readers interested in contemporary consumer behavior.
Michael J. Silverstein is an American business consultant and author. He is an independent private equity investor and chairman of several startup enterprises, including Coterie Diaper and Hand IQ.
