TY  - BOOK
AU  - Zalesne, E. Kinney
AU  - Penn, Mark J
TI  - Microtrends : surprising tales of the way we live today
SN  - 9780141035383
U1  - 303.4973 PEN 
PY  - 2007///
CY  - London
PB  - Penguin
KW  - United States - Population - Social aspects
KW  - Social change
KW  - Social influence
N1  - <p>Includes bibliographical references (p. 371-409) and index.</p>
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
ER  -