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    Microtrends: The Small Forces Behind Today's Big Changes (Paperback) By (author) Mark J. Penn, By (author) E. Kinney Zalesne

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    DescriptionIn "Microtrends: The Small Forces Behind Today's Big Changes", Mark Penn shows that 75 of the most important trends in the world today are the smallest ones. Exploring everything from politics to religion, food to entertainment, Penn follows the numbers to uncover what's really popular, not what we think is popular. Because while these trends are shaping the world, they're relatively unseen - they're under-the-radar forces that can involve as little as 1 per cent of the population.People have never been more sophisticated, more individualistic, or more knowledgeable about the choices they make in their daily lives. Yet it takes intensive, scientific study to find the logical patterns that underlie those choices. While helping you to refine your own trend-spotting skills, Penn pierces remarkably stubborn conventional thinking to find the counterintuitive trends that represent a portrait of society in the 21st century. A groundbreaking book about the way people think and how they act, "Microtrends" explores the practical implications of these 75 trends for politics, business, and society itself.


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  • Full bibliographic data for Microtrends

    Title
    Microtrends
    Subtitle
    The Small Forces Behind Today's Big Changes
    Authors and contributors
    By (author) Mark J. Penn, By (author) E. Kinney Zalesne
    Physical properties
    Format: Paperback
    Number of pages: 448
    Width: 152 mm
    Height: 222 mm
    Thickness: 30 mm
    Weight: 558 g
    ISBN
    ISBN 13: 9781846140624
    ISBN 10: 1846140625
    Classifications

    BIC E4L: SOC
    BIC subject category V2: JFC
    Nielsen BookScan Product Class 3: S3.6
    DC22: 303.4
    BISAC V2.8: SOC002010
    Thema V1.0: JBCC
    Edition statement
    Open market ed
    Publisher
    Penguin Books Ltd
    Imprint name
    ALLEN LANE
    Publication date
    04 October 2007
    Publication City/Country
    London
    Author Information
    Mark J. Penn has spent over 30 years as an adviser and polling analyst to major corporations and heads of state. He has advised companies from Microsoft to BP and heads of state from U.S. President Clinton to U.K. Prime Minister Blair to others in Asia and Latin America. He started polling after graduating Harvard and attending Columbia Law School. Time Magazine has called Penn "The Master of the Message" and The New York Times has called him "The Guru of Small Things," because of Penn's unique ability to find and motivate niche groups in society. Penn is currently CEO of Burson Marsteller and Penn, Schoen & Berland Associates. Writing with Penn is E. Kinney Zalesne, who has served as a White House Fellow and was Counsel to U.S. Attorney General Janet Reno.