The essential follow-up to the BusinessWeek bestseller Trading Up A BMW in a Costco parking lot? A working class family with a 50-inch plasma TV? What\'s going on in the mind of the new consumer? Today\'s consumers can seem impossible to understand, and even harder to please....

Marjorie Druker is passionate about soups. She fell in love with soups when she first heard the story Stone Soup. After attending Johnston & Whales, Marjorie created the menu for the popular Boston Market restaurant chain, and soups were always her favorite. \"My niche is taking what people like to eat and turning it into a soup,\" she says....