Author: Mark J. Penn with Kinney Zalesne
Pages: 480
Genre: Non-fiction
Grade: A-
Synopsis: The basic premise of this book is that small trends can spark a social movement, create a new market for a business or effect political changes. By keeping a close eye on the smaller trends that previously have gone unnoticed or ignored, you can better cater to a targeted audience. Mark Penn helped Bill Clinton win re-election by having him focus on the "soccer moms" to effect political change. Some of the microtrends that he discusses range from gay marriage to young knitters.
My Review: I really enjoyed this book and found it to be very interesting. I love picking up a book where I feel like I'm learning something new on every page. If you ever wanted to start a business or get ideas to expand a current business, then this book could by very helpful. I think that microtrends will continue to play a part in the future.
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