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2011: Trendspotting for the Next Decade Hardcover – March 18, 2008


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Editorial Reviews

From the Back Cover

They think he's brilliant…

“Laermer is a trendspotter who actually can show us how to separate the important trends in technology from the passing fads.”-The Today show on TrendSpotting

“The author's creativity and sheer enthusiasm shine through and bring the case studies to life.”-Journal of Communication Management on Full Frontal PR

“Best marketing book I've ever read by far.”-Noggin Blog on Punk Marketing

They think he's absurd…

“The book is exactly what it sounds like and twice as disgusting...it rips punk's heart out and beats it to death with a stick.”-Philadelphia Weekly on Punk Marketing

“It’s clear that Laermer is hot to trot. When he moves on to sweeping generalities, it’s hard to keep from chucking [the book] against a wall.”—Los Angeles Times on Get On With It

But he's one important thing-relevant.

“Oh please. They love me, they hate me. Go through the book! There has to be one thing, at the very least, that you appreciate (giggle, chortle, knee slap) and more important, can use. If not, well, call me.”-Richard Laermer on everyone's a critic

Hungry for more? Log on to Laermer.com.

About the Author

Richard Laermer is the nonstop author of six nonfiction guides to business, including the prophetic TrendSpotting and perennial and award-winning Full Frontal PR. He is the CEO of veteran trendspotting public relations firm, RLM PR; a renowned commentator, host of the nationally syndicated Unspun Radio and cohost of TLC's Taking Care of Business series. His Punk Marketing was one of the top-selling business books of 2007.

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Product Details

  • Hardcover: 256 pages
  • Publisher: McGraw-Hill; 1 edition (March 18, 2008)
  • Language: English
  • ISBN-10: 0071497277
  • ISBN-13: 978-0071497275
  • Product Dimensions: 5.6 x 1.1 x 8.5 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #782,941 in Books (See Top 100 in Books)

More About the Author

I am a well-known authority (read big mouth) on media and the author of the brand new book "2011: Trendspotting" plus coauthor of "Punk Marketing" and author of "Full Frontal PR." I'm pretty regularly quoted in papers, magazines, TV and the online society about the strange goings-on in the so-called fourth estate--and future trends. A former magazine and newspaper journalist, I have lots of other books, too. But...

My day job is as veteran CEO of the independent public relations firm RLM PR (RLMpr.com)

I am also the host of the new radio show Unspun and the co-manager of BadPitchBlog (badrelease.com).

RLM PR is the aggressive and particularly creative group that represents some of the top mid-tech (online/wireless/software), entertainment, healthcare, entrepreneurial, publishing, and 'uniquely positioned' businesses. Founded way back in 1990. Seems like a long time ago.

You can sign up for the RLM trendSpotting Report at www.RLMpr.com. It's monthly and you won't want your 15 minutes back.

Other books: trendSpotting, published in 2002 from Plume, has become the single most fun trend reference guide for the new millennium. And I'm proud to say the series Native's Guide to New York series is in fifth edition from WW Norton.

I have a single goal: to ensure marketing in its old style glory will never be the same and show people how to make money by spotting trends and diving into them.

Have a wealth of experience on many-many-sides of the media, as a well versed media junkie and sometime guru. Worked as a reporter beginning in 1980, and columns, reporting, and reviews have been published in The New York Times, the New York Daily News, Reuters, USA Today, People, Saturday Review, US, Interview, The New York Post, and Rolling Stone, Editor & Publisher, Crains, among others.

Books have been reviewed and featured on CNN, The Today Show, CBS Sunday Morning, MSNBC, National Public Radio, New York One News, and Bloomberg radio/TV, as well as dozens of other local TV, radio, and online venues. I am recognized as the bubbly guy on Public Radio's Marketplace program, also known as The PR Professional, doling out stories depicting how the media works for and with PR every day.

Founded RLM when I recognized companies' increasing need for effective media representation. Saw clearly how publicists were not grasping the intricacies of their clients' businesses. With many years' experience as a journalist, I finally saw how crucial it was to deliver results for clients while respecting the demands placed on overburdened reporters. Over the past decade, RLM PR has gotten results for its clients by capitalizing on current and emerging trends.

In 2003, I shocked a few friends and acquaintances on both coasts by moving to CA to open RLM's office there. I'm not there that much anymore and have become particularly bicoastal. I still spend half my time looking at airline seatbacks, however, where I travel on behalf of clients and am featured at speaking engagements worldwide (which I love).

For more see Laermer.com and PunkMarketing.com.

Please write me. I'd like to know what is up. I'll get back quickly. [BlackBerry junkie.]

richard@laermer.com

Customer Reviews

3.9 out of 5 stars

Most Helpful Customer Reviews

6 of 6 people found the following review helpful By R. T. Canal on December 16, 2008
Format: Hardcover
After reading Punk Marketing and finding it not only enjoyable, but quite accurate and useful, I was hopeful that '2011 Trendspotting' would be at least equal to Punk Marketing.......well, it's BETTER. The author seems to have an uncanny insight into people's buying motivations, trends, and media choices. Besides what one can "learn" to watch for, there's some very humerous passages about the current and past mind-set & fads of society.
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4 of 5 people found the following review helpful By James H. Lee on February 6, 2010
Format: Hardcover Verified Purchase
Have you every wondered what books would be like if they were written on Blackberry phones? Perhaps a bit glib, shallow, and self-obsessed? Appearantly, much of this book was written on a Blackberry, as the author reveals during the first chapter.

There is nothing of substance in this book that relates to trendspotting methods or the future in an meaningful sense. The focus here really is on marketing and the customer experience. Research here is going to the local Apple store or Starbucks and then writing a blog post.

The result is a really, truly short-term perspective that has an "of the moment" feel. You get the feeling that "2011" is an expiration date and not a title. And yes, *every single chapter* references Laermer's web site.

I can't give a full review of this book, because I couldn't finish it. Those a bit more serious about future trends should consider "Future Files" by Richard Watson or "World Changing" by Alex Steffen.

Sure the book is entertaining. But why not just read a blog?
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1 of 1 people found the following review helpful By Thomas Duff HALL OF FAMETOP 500 REVIEWERVINE VOICE on April 2, 2008
Format: Hardcover
If you've read any of Richard Laermer's stuff before, you know you're in for a highly irreverent look at whatever the subject at hand happens to be. In 2011: Trendspotting for the Next Decade, he takes a shot at identifying the important trends coming down the road, and more important, how to figure them out for yourself.

Contents:
Part 1 - Trendspotting for the Novice: The Next Few Years are All Wondrous; Mediocrity; Gumby - The Mascot of 2011; The New Way to Say Shove It!
Part 2 - The Caboodle - Advanced Trendspotting: Dive into Trends... And Believe In Them; Fad, Faddy, and Fattening Trends; The Bolts from Blue; The Decade Is Starting Anew (and Maybe The World Is Too!); Stay Informed by Depersonalizing
Part 3 - Business Of Selling, As Opposed to Shilling: Treat Me Right, or You Won't Get My Money; The Biggest Picture - Customer Is a Hyper-Aware King; Can An Athlete Really Be Trusted To Make Money For Us?; Lying - That Your Final Answer?; We Fib; Why Smart Sellers Can Spell Fnord And Why It Really Matters; Yes - Sadly - Sprint Was Correct; Frito-Lay's Cholesterol Story; How To Major In Napping; Welcome to BAS - I'm Talking To You; Greet This - How A City Civility Campaign Ruined Friendliness; "46" - The Middle Ages; The New Low In Business Etiquette - Stealing Without Aplomb; Victoria's Secret's Mentality - How Cities Got Overtaken By Lingerie; Fred Trump & That Other Guy; Machiavellian Skin; The 1-Word Chapter - What's The Mission Of Every Company?; Sex, and Snakes & Couch Jumping - How To Be Sure You're Not Selling To People Who Don't Buy During This Era of Attention-To-Noise Surplus Ratio, Otherwise Known As "What's This? A Laermer Blog Post?
Read more ›
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1 of 1 people found the following review helpful By Dave Lakhani VINE VOICE on April 10, 2008
Format: Hardcover
Richard Laermer takes on the future in an irreverant and brilliant way. He uncovers some of the best ideas of this decade and exposes you to some of the technologies that will change your life like Fnords.

Fnords you say? Yes, read the book and find out why they are important or just click on one of the fnord tags on this page to find more of them. This is the first legit business book I've seen that dared explore such a revolutionary subject.

But that isn't all, Richard slays sacred cows with intentional abandon and opens your mind to what may be, what can be and what is.

But most importantly, he gives you the tools, skills and techniques to not only see but profitably predict the future for yourself and your business.

The other reason to read this book has nothing at all to do with Trendspotting, it is the reason you should read every one of Richard's books, he has a command of naming ideas, books, things, and experiences that is a skill every business owner should model. He knows how to get attention and create the words that will cause people to spread ideas quickly because they can't forget what he called the idea.

Definately a great read for business owners, salespeople, marketers, and trend watchers.
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1 of 1 people found the following review helpful By Kevin Dugan on December 18, 2008
Format: Hardcover
Richard Laermer's 12th book* is, to quote Nettie Hartsock, "a decadent read."

Serialization of Content
One of the trends Laermer details in this 300-page, fast read is serialization. Technology like iTunes and TiVo are making content more fluid to keep up with our time-starved attention spans.

Even his book reads more like a blog with 77 chapters and plenty of sidebars. You can dive in and out based in your interests.

One of the reasons I most enjoyed 2011 is that I did not agree with everything Laermer suggests in his book.

That said he does provide insight into how society, religion, media, technology and even language/communication skills are all changing. More than just trends, Laermer gets the reader to think about what it all means. 2011 looks towards a bigger, more important picture. You may see it differently, but this book helps you expand your focus.

Bottom Line?
As my cover shot shows, 2011 is a good summer read. You should check it out...and not just because it's free.
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