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

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

First edition.

9780446580960
0446580961

New York : Twelve, 2007.

English

xxi, 425 pages : illustrations, map ; 24 cm

HB3505 .P44 2007

303.4973

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.

Includes bibliographical references (p. 371-409) and index.

Table of contents only
Publisher description
Contributor biographical information

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