TY  - BOOK
AU  - Penn,Mark J.
AU  - Zalesne,E.Kinney
TI  - Microtrends: the small forces behind tomorrow's big changes 
SN  - 9780446536431 (pbk.)
AV  - HB3505 .P44 2007
U1  - 303.4973 22
PY  - 2007///
CY  - New York
PB  - Twelve
KW  - Social influence
KW  - Social change
KW  - United States
KW  - Population
KW  - Social aspects
N1  - Includes bibliographical references (p. 523-586) and index
N2  - Pollster Mark Penn argues that the biggest trends in America are 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") helped re-elect Clinton. Now, Penn identifies the new microtrends sweeping the world, from Extreme Commuters and Working Retired to Old New Dads, from Bourgeois And Bankrupt to Uptown Tattooed. Highlighting everything from religion to politics, from leisure pursuits to relationships, this book will take the reader deep into the worlds of polling, targeting, and psychographic analysis.--From publisher description
UR  - http://www.loc.gov/catdir/toc/ecip0718/2007021359.html
UR  - http://www.loc.gov/catdir/enhancements/fy0731/2007021359-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0742/2007021359-b.html
ER  -