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Anatomy of a Trend Hardcover – August 27, 2007

ISBN-13: 978-0071488709 ISBN-10: 0071488707 Edition: 1st

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Product Details

  • Hardcover: 256 pages
  • Publisher: McGraw-Hill; 1 edition (August 27, 2007)
  • Language: English
  • ISBN-10: 0071488707
  • ISBN-13: 978-0071488709
  • Product Dimensions: 8 x 5.2 x 1.1 inches
  • Shipping Weight: 14.4 ounces
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #1,583,076 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

A fascinating look at the predictable patterns behind trends

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It is one of the most puzzling mysteries of modern culture: how do changes in style and taste come about? It's all part of the inner workings of trends. In Anatomy of a Trend, pioneering trend sociologist Henrik Vejlgaard reveals this startling truth: there are actually predictable patterns behind every trend. Vejlgaard builds a captivating body of evidence that proves anyone can recognize an emerging trend, evaluate it, and make predictions as it follows its course.

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About the Author

Henrik Vejlgaard, M.A.,M.Sc., is a pioneer in trend sociology, the study of the trend process. Combining a background of social science and communication, he consults with a wide cross section of companies and industries on the topics of innovation and product development. He has lectured on lifestyle and trend sociology at the University of Copenhagen and the University of Arhus School of Business, both in Denmark. He has written three books in Danish on consumer behavior, trends, and design strategies. Visit his Web site at www.henrikvejlgaard.com.


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Customer Reviews

3.8 out of 5 stars
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Most Helpful Customer Reviews

19 of 20 people found the following review helpful By Dr. Stephen S. Bertman on October 14, 2007
Format: Hardcover
This concise book is superior to Malcolm Gladwell's best-seller, The Tipping Point. Gladwell's popular book was based on an appealingly superficial premise: that a trend spreads like a disease, multiplying geometrically until it reaches a population "tipping point," whereafter it increases to epidemic proportions. While that handy metaphor describes how a trend spreads, it doesn't really explain why, nor does it explain why one phenomenon becomes an enduring trend while another becomes just a mere short-lived fad. Unlike Gladwell, who is a journalist, Vejlgaard is a trained social scientist. Like an epidemiologist, he examines modern trends under a microscope, discovering the source of their unique power. He detects, moreover, a traceable and predictable pattern that all true trends tend to follow. An especially valuable book for professionals in advertising, marketing, and product development, and for all the rest of us who want to better understand the material forces that shape our lives.
Stephen Bertman, author, Hyperculture: The Human Cost of Speed
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4 of 4 people found the following review helpful By The Armchair Reviewer on October 22, 2008
Format: Hardcover
Having read Gladwell's Tipping Point I turned to Anatomy of a Trend for a more academically rigourous approach to the study of trend diffusion. I'm sad to say that this book most certainly didn't meet expectations. Written in much the same pop-sociology/psychology tone as Gladwell, Vejlgaard supports his central argument with rudimentary psychology theories such as Maslow's Hierarchy of Needs and the Big 5 Personality Index. There is the occasional interesting idea but nothing the you can take away or apply in the real world. Most of the book is supported by lengthy examples which also happen to appear in The Tipping Point like the Hush Puppies or Harley Davidson. If you occasion upon this book in a library then you might get it out, but as for forking over money for it - think carefully and definitely don't but this book in a double deal with The Tipping Point. They are practically the same. Nevertheless, it's a fairly easy read if you have a spare couple of hours and are really interested in this stuff.
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Format: Hardcover
I liked the book for its brevity on how trends start. A very simple read through with some good examples to support it. Good book to get started on the workings of trends.
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By Jay Gilchrist on November 28, 2008
Format: Hardcover Verified Purchase
I had to get this book for school, and I found it very enlightening and readable. Very good information that makes sense. This really helps understanding trends and how they are created. It gives great examples to help explain the point.
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