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

by Penn, Mark J; Zalesne, E. Kinney.
Material type: materialTypeLabelBookPublisher: New York, N. Y. : Twelve, c2007Description: xxi, 425 p. : ill. ; 24 cm.ISBN: 9780446580960.Subject(s): Social influence | Social change | United States -- Population -- Social aspectsDDC classification: 303.4973 P412 Online resources: Table of contents only | Publisher description | Contributor biographical information 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.
Item type Current location Call number Status Date due
Main / Collection principale 303.4973 P412 (Browse shelf) Available

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

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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