Speed Read - Microtrends: surprising tales of the way we live today

This article summarises the book 'Microtrends: surprising tales of the way we live today', by Mark J.

Speed Read - Microtrends: surprising tales of the way we live today

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


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 enduring achievement of the last...

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