Microtrends: The Small Forces Behind Tomorrow's Big Changes - Brossura

Penn, Mark

Brossura

ISBN 10: 0446195243 ISBN 13: 9780446195249

Casa editrice: Twelve, 2007

Riassunto

"The ideas in his book will help you see the world in a new way." -Bill Clinton
"Mark Penn has a keen mind and a fascinating sense of what makes America tick, and you see it on every page of Microtrends."

-Bill Gates

In 1982, readers discovered Megatrends.

In 2000, The Tipping Point entered the lexicon.

Now, in Microtrends, one of the most respected and sought-after analysts in the world articulates a new way of understanding how we live.

Mark Penn, the man who identified "Soccer Moms" as a crucial constituency in President Clinton's 1996 reelection campaign, is known for his ability to detect relatively small patterns of behavior in our culture-microtrends that are wielding great influence on business, politics, and our personal lives. Only one percent of the public, or three million people, is enough to launch a business or social movement.

Relying on some of the best data available, Penn identifies more than 70 microtrends in religion, leisure, politics, and family life that are changing the way we live. Among them:

• People are retiring but continuing to work.
  
• Teens are turning to knitting.
  
• Geeks are becoming the most sociable people around.
  
• Women are driving technology.
  
• Dads are older than ever and spending more time with their kids than in the past.

You have to look at and interpret data to know what's going on, and that conventional wisdom is almost always wrong and outdated. The nation is no longer a melting pot. We are a collection of communities with many individual tastes and lifestyles. Those who recognize these emerging groups will prosper.

Penn shows readers how to identify the microtrends that can transform a business enterprise, tip an election, spark a movement, or change your life. In today's world, small groups can have the biggest impact.

Su questo libro

Recensione:

"Mark Penn is more than a high-powered Democratic pollster: his data helped transform the Clinton presidency...."―The New York Times Magazine

"Penn does more than spot trends, he also shows how responding to them can make or break companies and campaigns alike."―Newsweek

"A trivia-lover's dream...Penn adroitly manages to convey the relevance of such minutiae to the world at large."―USA Today

Unrelentingly fascinating . . . a diligently researched tome chock-full of counterintuitive facts and findings that may radically alter the way you see the present, the future, and your places in both . . . Microtrends is the perfect bible for a game of not-so-trivial pursuits concerning the hidden sociological truths of modern times."―The New York Times

"World-class Marketing begins with cutting-edge customer insights, and Mark Penn is a master at spotting them."―Mary Dillon, Global Chief Marketing Officer, McDonald's

"The ideas in his book will help you see the world in a new way."―Bill Clinton

"Mark Penn has a...fascinating sense of what makes America tick, and you see it on every page of Microtrends."―Bill Gates

L'autore:

Dubbed "the most powerful man in Washington you've never heard of" by the Washington Post, Mark J. Penn is the worldwide CEO of Burson-Marsteller. He was pollster to President Clinton in his successful 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.

Su questa edizione

• Editore: Twelve
• Data di pubblicazione: 2007
• ISBN 10: 0446195243
• ISBN 13: 9780446195249
• Rilegatura: Copertina flessibile
• Numero di pagine: 448