Hachette Book Group’s privacy policy has been updated effective September 28, 2017. You can read the updated policy here. You can also email any questions to HBG-Privacy@hbgusa.com.

We use cookies to offer you a better browsing experience, analyze site traffic, personalize content, and serve targeted advertisements. You can find out more or switch them off if you prefer here. By continuing to use the site without changing settings, you consent to our use of cookies.

Microtrends

Microtrends

The Small Forces Behind Tomorrow's Big Changes

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 new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn (“soccer moms”) was crucial in re-electing President Clinton. With years of experience as one of world’s most highly regarded pollsters, Mark Penn identifies the new microtrends sweeping the world:
*Single women by choice: More often than ever before, they aren’t waiting for Mr. Right. They are raising children by themselves and buying their own homes.
*Splitters: A growing number of middle-class residents are shuttling between two homes, creating new communities and dynamics in the real estate market.
*Sun Haters: Environmentalists, skin cancer survivors, and parents concerned about the impact the sun is having on our health.
*Philo-semites: A growing number of people want to date Jewish men and women.
*Classical Music Dads: Older men who are fathers in their 40’s and 50’s and taking on a larger role in the nurturing of their children and becoming an important factor in consumer culture for kids.

Penn highlights everything from religion to politics, from leisure pursuits to relationships. MICROTRENDS will take the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.
Read More

Genre: Nonfiction / Business & Economics

On Sale: June 15th 2009

Price: $14.99

Page Count: 480

ISBN-13: 9780446699761

What's Inside

Read More Read Less

Praise

"Mark Penn is more than a high-powered Democratic pollster: his data helped transform the Clinton presidency...."The New York Times Magazine
"Mark Penn has a keen mind, and a fascinating sense of what makes America and the world tick, and you see it on every page of Microtrends."Bill Gates
"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
"A trivia-lover's dream...Penn adroitly manages to convey the relevance of such minutiae to the world at large."
USA Today
"Mark Penn has a remarkable gift for detecting patterns and identifying trends. The ideas in his book will help you see the world in a new way."Bill Clinton