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Microtrends: The Small Forces Behind Tomorrow's Big Changes
 
 
Author
Mark J. Penn.
Publisher Twelve  
Format hardcover
Product Dimensions 9.1 x 6.2 x 1.5 inches
ISBN 9780446580960
Pages/Publication Date 425/2007
Daedalus Item Code 00008
List Price: $25.99
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Description
The nation is no longer a melting pot, assays Mark Penn, the analyst who identified "soccer moms" as a crucial constituency in President Clinton's 1996 reelection campaign. We are instead a collection of communities with many individual tastes and lifestyles; only one percent of the public, three million people, is enough to launch a business or social movement. Here Penn identifies scores of microtrends in religion, leisure, politics, and family life—from people retiring but continuing to work, to teenagers turning to knitting—that are changing the way we live.

"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."—NYTimes

 
 
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