by Mark Penn
From the author who identified "Soccer Moms" as a swing group during Bill Clinton's presidential campaign, this book attempts to identify and explain the small sub-groups within North America that will drive future change. Cited as an exercise in "nano-sociology", Microtrends is an easy-to-read book for those interested in culture and demographics, especially businesspeople who subscribe to The Long Tail concept. So far, I like recognizing myself in some of the trends, and how the assertions made by the book are backed up by statistics and facts. An interesting read while I take a little break from the Sci Fi.
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