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Microtrends : the small forces behind tomorrow's big changes / Mark J. Penn ; with E. Kinney Zalesne.

By: Penn, Mark J.
Contributor(s): Zalesne, E. Kinney.
Material type: TextTextPublisher: New York : Twelve, 2007Edition: 1st ed.Bibliography: Includes bibliographical references (p. 371-409) and index.Description: xxi, 425 p. : ill., map ; 24 cm.ISBN: 9780446580960; 0446580961.Subject(s): Social influence | Social change | United States -- Population -- Social aspectsDDC classification: 303.4973 Online resources: Table of contents | Publisher description | Contributor biographical information
Contents:
Love, sex, and relationships -- Work life -- Race and religion -- Health and wellness -- Family life -- Politics -- Teens -- Food, drink, and diet -- Lifestyle -- Money and class -- Looks and fashion -- Technology -- Leisure and entertainment -- Education -- International -- Conclusion.
Summary: Pollster Mark Penn argues that the biggest trends in America are 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") helped re-elect Clinton. Now, Penn identifies the new microtrends sweeping the world, from Extreme Commuters and Working Retired to Old New Dads, from Bourgeois And Bankrupt to Uptown Tattooed. Highlighting everything from religion to politics, from leisure pursuits to relationships, this book will take the reader deep into the worlds of polling, targeting, and psychographic analysis.--From publisher description.
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Includes bibliographical references (p. 371-409) and index.

Love, sex, and relationships -- Work life -- Race and religion -- Health and wellness -- Family life -- Politics -- Teens -- Food, drink, and diet -- Lifestyle -- Money and class -- Looks and fashion -- Technology -- Leisure and entertainment -- Education -- International -- Conclusion.

Pollster Mark Penn argues that the biggest trends in America are 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") helped re-elect Clinton. Now, Penn identifies the new microtrends sweeping the world, from Extreme Commuters and Working Retired to Old New Dads, from Bourgeois And Bankrupt to Uptown Tattooed. Highlighting everything from religion to politics, from leisure pursuits to relationships, this book will take the reader deep into the worlds of polling, targeting, and psychographic analysis.--From publisher description.

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