PREMIUM BY DESIGN: HOW TO UNDERSTAND, DESIGN AND MARKET HIGH END PRODUCTS

Book ID/图书代码： 05230010B43483

English Summary/英文概要： 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.

Chinese Summary/中文概要： 有些奢侈品是我们一辈子都买不起的，但是这些东西身上的某种价值吸引人们不断向他们靠拢。本书经过彻底的研究调查，向我们介绍那些成功的商业领袖是如何利用设计来获得成功的。本书将告诉你如何运用原始的工具和方法让你也跻身成功人士的行列中。书中的内容全部是基于来自全球的消费学研究和设计研究。现今世界的关键挑战就在于找出这种促使人们想得到越来越多的潜在过程有多稳定？本书可能无法给出确切答案，但是这个话题将长时间内成为争论的焦点。总之，这是一本市场工作者的必读书籍。(兼职翻译-LN)

Awards/获奖情况：

About the Author/作者介绍： 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.
Marco Bevolo是布雷达大学的国际休闲管理课程讲师和顾问。作为飞利浦设计公司的总监，他发明了文化审视工具，将其运用于城市未来项目。他毕业于都灵大学的心理学系，在意大利设计公司开始自己的职业生涯。他与人共同撰写了35篇关于设计、品牌和发展趋势的论文、会议稿件和书籍等。他在2009年出版了第一本独立的著作《黄金十字路》。

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.
Alex Gofman博士是著名的消费者调查专家、学者和作家。已经出版了100部佳作的他被认为是国际知名的消费者研究专家。 Alex在佩斯大学为研究生教授市场学。他与人共同出版了得奖作品《销售蓝色大象》，该书被翻译成14种语言。Alex常常在国际会议上发表演讲，也在全世界很多大学做讲座。

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.
Howard Moskowitz博士是Moskowitz Jacobs公司的主席。他是著名的生理心理学方面的专家。他发明了经典的市场调查技术。他从哈佛大学拿到实验心理学的博士学位，以及格林斯学院的数学和心理学学位。Moskowitz博士获得过很多奖项，包括2010年的Walston Chubb创新奖和Coolidge Parlin市场调查奖。他已经撰写或编辑了18部作品，包括享誉全球的《销售蓝色大象》，他也发表了超过300篇文章，同时担任许多知名杂志的编辑。

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

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