Microtrends: The Small Forces Behind Tomorrow's Big Changes

Penn, Mark; Zalesne, E. Kinney

ISBN 10 : 1600240232 ISBN 13 : 9781600240232

Editeur : Hachette Audio, 2007

Synopsis

Book by Penn Mark Zalesne E Kinney

A propos du livre

Présentation de l'éditeur :

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.

Revue de presse :

Narrator Brett Barry's 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 isn't delivering. With a less able reader the listener could get lost-as the topics transition rapidly and often abruptly. (Audio File 2007)

In the realm of business books, this one is unique, and fun to listen to. The book is read by Brett Barry, and his reading helps to enliven some of the more pedantic sections of the book. In addition, the audio  edition includes a coversation with the book's author about not only the book, but also microtrends in general. The chapters in this book are very short, and it is a great book to listen to if you only have a few minutes at a time to listen to it. (Large Print Reviews Herbert White 2007)

À propos de cette édition

• Éditeur: Hachette Audio
• Date d'édition: 2007
• ISBN 10: 1600240232
• ISBN 13: 9781600240232
• Reliure: CD