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Mark Penn

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 is 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.
website: http://www.microtrending.com/


Microtrends

Microtrends

by Mark Penn

Mark Penn argues that the biggest trends in America are the Microtrends, the smaller trends that go unnoticed or ignored. One million people can create a new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn ("soccer moms") was crucial ...

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