Microtrends: The Small Forces Behind Tomorrow's Big Changes and over one million other books are available for Amazon Kindle. Learn more
Buy Used
$5.40
FREE Shipping on orders over $35.
Used: Good | Details
Sold by hippo_books
Condition: Used: Good
Comment: Item qualifies for FREE shipping and Prime! This item is used.
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

Microtrends: The Small Forces Behind Tomorrow's Big Changes Paperback – Bargain Price, June 15, 2009


See all 12 formats and editions Hide other formats and editions
Amazon Price New from Used from
Kindle
"Please retry"
Paperback, Bargain Price, June 15, 2009
$3.99 $1.07

This is a bargain book and quantities are limited. Bargain books are new but could include a small mark from the publisher and an Amazon.com price sticker identifying them as such. Details
Best%20Books%20of%202014

Special Offers and Product Promotions

NO_CONTENT_IN_FEATURE

Holiday Deals in Books
Holiday Deals in Books
Find deals for every reader in the Holiday Deals in Books store, featuring savings of up to 50% on cookbooks, children's books, literature & fiction, and more.

Product Details

  • Paperback: 480 pages
  • Publisher: Twelve; Reprint edition (June 15, 2009)
  • Language: English
  • ISBN-10: 0446699764
  • ASIN: B003UYV1S8
  • Product Dimensions: 6 x 1.2 x 9 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (97 customer reviews)
  • Amazon Best Sellers Rank: #360,820 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

From "Soccer Moms," the legendary swing voters of the mid-1990s, to "Late-Breaking Gays" such as former Gov. Games McGreevey (out at age 47), Burson-Marsteller CEO (and campaign adviser to Sen. Hillary Clinton) Penn delves into the ever-splintering societal subsets with which Americans are increasingly identifying, and what they mean. For instance, because of "Extreme Commuters," people who travel more than 90 minutes each way to work, carmakers must come up with ever more luxury seat features, and "fast food restaurants are coming out with whole meals that fit in cup holders." In a chapter titled "Archery Moms?", Penn reports on the "Niching of Sports": much to the consternation of Major League Baseball, "we don't like sports less, we just like little sports more." The net result of all this "niching" is "greater individual satisfaction"; as Penn notes, "not one of the fastest-growing sports in America... depends substantially on teamwork." Penn draws similar lessons in areas of business, culture, technology, diet, politics and education (among other areas), reporting on 70 groups ("Impressionable Elites," "Caffeine Crazies," "Neglected Dads," "Unisexuals," "America's Home-Schooled") while remaining energetic and entertaining throughout. Culture buffs, retailers and especially businesspeople for whom "small is the new big" will value this exercise in nano-sociology.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.

Review

"Mark Penn is more than a high-powered Democratic pollster: his data helped transform the Clinton presidency...." (The New York Times Magazine )

"Mark Penn has a keen mind, and a fascinating sense of what makes America and the world tick, and you see it on every page of Microtrends." (Bill Gates )

"Unrelentingly fascinating . . . a diligently researched tome chock-full of counterintuitive facts and findings that may radically alter the way you see the present, the future, and your places in both . . . Microtrends is the perfect bible for a game of not-so-trivial pursuits concerning the hidden sociological truths of modern times."
(The New York Times )

"A trivia-lover's dream...Penn adroitly manages to convey the relevance of such minutiae to the world at large."
(USA Today )

"Mark Penn has a remarkable gift for detecting patterns and identifying trends. The ideas in his book will help you see the world in a new way." (Bill Clinton )

More About the Authors

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Microtrends points out, with great detail, over 25 trends that are growing in and outside the US.
Justin S. Dickinson
This is a very well researched, very well written and highly readable book of short chapters (great for reading to and from work on the train.)
Debbie G.
Just because this is a trend, does not mean it is a good thing for society or that it will even have that much of an impact in the future.
J. Hartz

Most Helpful Customer Reviews

94 of 101 people found the following review helpful By Test on September 2, 2007
Format: Hardcover
A book categorizing approximately 75 trends the author sees in the modern world (American-focused).
Written so that the ideas presented can be processed in everything from bite-sized individual morsels to sectional chunks (e.g. Love, Sex, and Relationships).

Cons:
-Sometimes staid writing
-Use of book to plug commercial contacts
(Microsoft's Zune, Mark, as leading some kind of social music revolution? the Zune? C'mon!)
-tendency to generalize anecdotes or a handful of data points he has seen into opinions he thinks are held by significant amounts of people
-highly timely, and will not age well

Microtrends is intriguing; for any watcher of society, Penn's book will likely tell you about social changes you already knew, will likely crystallize broader happenings you have-been-seeing-but-have-not-yet-realized or put a name to, and will likely introduce you to entirely new trends (and it is in these startling moments that the book becomes particularly worth the read).

Mark should be applauded for showing the value of numbers, and of data, in modern society. My only qualm with his idea-sourcing is how he never looks to the numbers to disprove a trend. Instead, he looks at them to justify what he already suspects. This is one of humanity's cognitive biases: the need to confirm what we think is true (rather than taking the alternate, harder, and ultimately more rewarding route of trying to disprove whether something is true, as real science does). While Penn is often right in his trends, that does not mean he will always be right, or that his methodology, as it stands, is not flawed.

Still, Penn effectively yanks the reader's attention in such a way that we can't help but notice new things about our daily world.
Read more ›
1 Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
51 of 57 people found the following review helpful By Larry Mark MyJewishBooksDotCom on September 23, 2007
Format: Hardcover
I enjoy demographic and trend books, like "Lattitudes and Attitudes," and was slightly enchanted by Claritas urban/rural clusters, like "Shotguns and Pickups." But this book is far better at discovering behavioral groups and driving home, with humor and data, the trends as well as the policy or business options to complement the highlighted behaviors.

Three decades ago, Penn sat in a Harvard library and read a book by Valdimer Orlando Key, Jr., in which he wrote that `voters are not fools.' Key was known for promoting realism and rationality in the analysis of politics and election returns. Voters and consumers should be seen as being rational. As Penn writes, it is not about a male candidate's necktie color, but real issues. If one takes the time to understand the trends, one can find the roots of behaviors and desires, and potentially the future consuming and voting patterns. To that end, Penn, a pollster for over 30 years (actually he first administered a poll on his teachers at the age of 13), Clinton's lead pollster/strategist, and the person credited with defining "soccer moms" (busy suburban mothers with families and careers and political policy goals who were swing voters in the last decade) has explored and highlighted 75 out of hundreds of microtrends - these small, under the radar forces that involve as little as 1% of America's population and registered prime voters - which may affect America's future.

In the book, Penn is quick to point out that a microtrend is not merely a development, like the increased use of debit cards or wives changing their surnames upon marriage, but a growing interest group with needs and desires which are unmet by the corporate or political environment.
Read more ›
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
9 of 9 people found the following review helpful By Wayne L. Firestone on September 19, 2007
Format: Hardcover
I started reading Microtrends on a Sunday afternoon, having finished the Times and assuming I would read the book in a similar fashion as the newspaper - cherry-picking the headlines, subjects and data that were most relevant to my personal, family, and professional interests.

Instead, I read it almost straight through, as each of the seventy-five microtrends provided a perspective that was not only informational, but rather analytical and provocative: A new workforce that is increasingly choosing the non-profit sector, empty-nesters who dote on pets in their grown children's stead, a France that is turning its back on alcohol and smoking (if not necessarily joining the Pro-Semites on the other side of the Atlantic). Gender roles quietly turned on their head by men who are Dads later in life and women who assume greater leadership in print, in the prosecutor's office, and at the pulpit. The younger generation is undergoing a transformation as teenagers increasingly take to knitting in their leisure time and entrepreneurship becomes the latest lunchroom fad. While some had suggested that the new millennium would herald a sort of mundane, global uniformity, Penn and Zalesne discern a different trend entirely, one "in which choice, driven by individual tastes, becomes the dominant factor, and in which these choices are reinforced by the ability to connect and communicate with communities of even the smallest niches."

I shared the book with my wife, who told me her book club chose it (over fiction) for their next read.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

Most Recent Customer Reviews