Microtrends; the Small Forces Behind Today's Big Trends - Softcover

Mark J. Penn,E. Kinney Zalesne

Softcover

ISBN 10: 1846140625 ISBN 13: 9781846140624

Publisher: Penguin Books Ltd, 2007

Synopsis

Mark Penn argues that the biggest trends in America are the Microtrends, the smaller trends that go unnoticed or ignored. One million people can create new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn ("soccer moms") was crucial in re-electing President Clinton. With years of experience as one of world's most highly regarded pollsters, Penn identifies the new microtrends sweeping the world:

SINGLE WOMEN BY CHOICE: Women aren't waiting for Mr. Right. They are raising children by themselves and buying their own homes.
SPLITTERS: A growing number of middle-class residents are shuttling between two homes, creating new communities and dynamics in the real estate market.
SUN HATERS: Environmentalists, skin cancer survivors, and parents concerned about the sun's impact on our health.
PHILO-SEMITES: A growing number of people want to date Jewish men and women.
CLASSICAL MUSIC DADS: Older men who are fathers in their 40's and 50's and taking on a larger role in the nurturing of their children and becoming an important factor in consumer culture for kids.
MICROTRENDS highlights everything from religion to politics, from leisure pursuits to relationships and will take the listener into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.

About this title

About the Author:

MARK PENN was Dubbed "the most powerful man in Washington you've never heard of" by The Washington Post. Penn is the worldwide CEO of Burson-Marsteller. He was pollster to President Clinton in his 1996 re-election campaign, and has been an adviser to Senator Hillary Rodham Clinton, Microsoft Chairman Bill Gates, numerous corporations, and 25 foreign heads of state. E. KINNEY ZALESNE has served as a White House Fellow, Counsel to U.S. Attorney General Janet Reno, and Executive Vice President and President of two national social-change organizations.

From AudioFile:

Take a timely look at an extensive inventory of small, sometimes unnoticeable, trends that are shaping and directing our economy, our society, and our world. In reading the tea leaves of these small movements, politicians, marketers, and entrepreneurs who get it right will be able to get the jump on those who await the coming of the significant movements as defined by the traditional polling apparatus. Narrator Brett BarryÕs pacing is excellent for the considerable amount of material the author covers: 75 intense identity groups who are demanding things that our current social structure isnÕt delivering. With a less able reader the listener could get lost--as the topics transition rapidly and often abruptly. M.C. © AudioFile 2008, Portland, Maine-- Copyright © AudioFile, Portland, Maine

About this edition

• Publisher: Penguin Books Ltd
• Publication date: 2007
• ISBN 10: 1846140625
• ISBN 13: 9781846140624
• Binding: Paperback
• Number of pages: 448