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MicroTrends, by Mark J. Penn
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Microtrends, by Mark J. Penn, identifies 70 small trends occurring in our society that may, when all added together, have a big impact on our future. In spite of being a democratic pollster, Mark Penn is an insightful man. He has pinpointed many issues that have catapulted his clients to the forefront of politics. The reader of Microtrends is given a great opportunity to learn much about polling data and how it can be used to profit businesses, politicians, and perhaps even guide governmental policy in a positive direction. Some of the trends Mr. Penn identifies are obvious, such as the homeschool movement. He occasionally gives a nod to some of the far left radicals, such as the transgendered that actually do not qualify as microtrends even by his own criteria. But on the whole he has identified some interesting movements such as Pro-Semites, Wordy Women, DIY Doctors, and others that make the average reader pause and think. This is a prescient work, that should be studied by marketers and politicians everywhere. And it wouldn't hurt for us average Joe's to read it either.
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