Microtrends

The Small Forces Behind Tomorrow's Big Changes

by Mark J. Penn and E. Kinney Zalesne

		Publisher: Twelve Pub. Date: 2007 ISBN: 9780446580960 No. pages: 352 Category: Concepts & Trends Sample the audio version of Microtrends

In this summary you will learn

What niche “microtrends” are reshaping society
What influence these trends have, especially on marketing
How trends generate other trends

Why you should read Microtrends

This book is useful, entertaining and, at times, a little strange. These qualities all arise from its core premise. Mark. J. Penn and E. Kinney Zalesne set out to reveal dozens of “microtrends” they say are reshaping U.S. and global society. They group these contained trends by topical clusters (work, health, etc.), and argue that Americans’ freedom of choice is allowing social fragmentation into more distinct niches. The result is snapshot after snapshot of 70 or more niche groups. The book provides just a few pages on each one. If you’re familiar with a trend or, conversely, find it too quirky (“Young Knitters”), these few pages may seem long. If you haven’t encountered some of these trends, the entries will seem tantalizingly short. No matter what your niche, Penn and Zalesne will surprise you at some point, and their explanations of the forces shaping society are detailed and often quite original. As a result, getAbstract recommends their book to all marketers, especially those seeking niche audiences, and to everyone whose business requires planning for social change.

About the Authors

Mark J. Penn, CEO of Burson-Marsteller, was the primary adviser on Hillary Clinton’s presidential campaign. E. Kinney Zalesne was a White House Fellow and counsel to Janet Reno, the U.S. attorney general in the Clinton administration.

Rating (what is this?)

Overall		(8)
Applicability		(8)
Innovation		(9)
Style		(8)

Level of Expertise (what is this?)

Level

(2)

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