Book summary: Microtrends: surprising tales of the way we live today

In this article, Carlos Grande, of WARC Online, reviews Microtrends: surprising tales of the way we live today, by Mark J.

Book review: Microtrends: surprising tales of the way we live today

 Mark J. Penn with E. Kinney Zalesne, Penguin, 2008 (published in the US as Microtrends: the small forces behind tomorrow’s big changes)

Carlos GrandeWARC Online

Introduction

Mark Penn, a leading PR guru and US pollster, is credited with identifying the “Soccer Mom” audience of suburban US females said to have swung the 1996 US presidential election for Bill Clinton.

More recently, he was one of the architects of Hilary Clinton’s failed White House bid. But his more...

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