By Mark J. Penn

Why the smallest groups have the biggest impact
In Microtrends, Mark Penn, one of the most respected and sought-after analysts in the world, articulates a new way of understanding how we live. He reveals the real trends wielding large influence on society today and tomorrow. In every case these are small patterns of behaviour involving as little as one percent of the population, yet they can transform a business, tip an election, or spark a movement. These are the microtrends.
Relying on some of the best data available, Penn identifies more than 70 microtrends in religion, leisure, politics, and family life that are changing our lives. Among them are how people are retiring by continuing to work, why the most influential millionaires are the most shy, how the new geeks are the most sociable people around, and how even some of the most basic trends are being overlooked - like how women are driving technology and how Dads are older than ever and spending more time with the kids than in the past.

Published Date: 04/10/2007 Format: HardBack ISBN: 978-1-846-14042-6 Publisher: Penguin Rating: Retail price: Rs. 2,498.20 Our price: Rs. 1,495.00 You Save: Rs. 1,003.20 Reviews: 0 reivew(s).

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