基本信息·出版社：Twelve ·页码：448 页 ·出版日期：2008年06月 ·ISBN：0446536431 ·条形码：9780446536431 ·装帧：平装 ·正文语种：英语 ·外文书 ...
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Microtrends: The Small Forces Behind Tomorrow's Big Changes |
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Microtrends: The Small Forces Behind Tomorrow's Big Changes |
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基本信息·出版社：Twelve
·页码：448 页
·出版日期：2008年06月
·ISBN：0446536431
·条形码：9780446536431
·装帧：平装
·正文语种：英语
·外文书名：微趋势
内容简介 马克?J.佩恩是位顶尖级的政治家的战略问题顾问，也是一家世界著名的公共关系公司的CEO。他对美国乃至世界的观察都是广泛而又深刻的，常常能够从“独到睿智的视角”观察到只有细心人和聪明人才能观察到的事物。E.金尼?扎莱纳也是美国联邦政府中的常客，一直以“社会变革的视角”来观察世界，从而以“自己独到的精神见解”为白宫效力。他们通过对美国社会的细心观察，发现了美国社会中的很多“小趋势”。
他们对“小趋势”的定义是：在美国3亿人口中，只要有1%，即300万人口在价值观或生活习惯，或行为方式，甚至在身体特征上相同或近似，从而构成了一个群体，且具有目前社会不能满足的共同需求，即是一种“小趋势”。马克?佩恩认为当今世界最大的趋势就是这些“小趋势”小趋势的形成。
马克?佩恩通过可靠的信息和分析，让我们发现大量和直觉相违背的事实。社会不再是一个大熔炉，而是被分成了一个个有着不同喜好和生活方式的群体。那些人数不多却充满活力的新群体，正在社会发展中起着重大作用。书中列举了影响着未来社会发展的75个小群体的发展动向，那些貌似细微的发展正在决定着巨大的社会变革。这将彻底改变你观察从现在到未来的视角，并由此发现你的处境在现在与未来之间会有怎样的改变。书中描述的75个“小趋势”涉及政治、经济、社会、文化各个方面，这些连雷达都无法探测到的“小趋势”可以被用来推动一个新的行业，进行一场新的战役，开始一场新的运动，也可以用来作为投资战略指南。通过《小趋势》，你将真切感知我们未来世界的状态。
马克?佩恩认为当今世界最大的趋势就是这些小趋势，他告诉读者如何去观察那些小群体的发展，它们能改变一个企业的命运，也可以对一场选举胜负起决定性作用，它们还可能煽起一场运动，或者改变你个人的生活。在当今的社会中，小群体有大作用。“小”决定着“大”。
这是一部以全新的视角剖析当下生活的令人震撼之作。《纽约时报》称：“对于揭示掩藏在这个时代背后的社会真相而言，《小趋势》无疑是一部完美的圣经。”与托夫勒的《未来的冲击》和奈斯比特的《大趋势》相比，《小趋势》是新世纪商业社会预言中最摩登的话题。
Mark Penn argues that the biggest trends in America are the Microtrends, the smaller trends that go unnoticed or ignored. One million people can create new market for a business, spark a social movement, or effect political change. In 1996, a microtrend identified by Penn ("soccer moms") was crucial in re-electing President Clinton. With years of experience as one of world's most highly regarded pollsters, Mark Penn identifies the new microtrends sweeping the world:
*Single women by choice: More often than ever before, they aren't waiting for Mr. Right. They are raising children by themselves and buying their own homes.
*Splitters: A growing number of middle-class residents are shuttling between two homes, creating new communities and dynamics in the real estate market.
*Sun Haters: Environmentalists, skin cancer survivors, and parents concerned about the impact the sun is having on our health.
*Philo-semites: A growing number of people want to date Jewish men and women.
*Classical Music Dads: Older men who are fathers in their 40's and 50's and taking on a larger role in the nurturing of their children and becoming an important factor in consumer culture for kids.
Penn highlights everything from religion to politics, from leisure pursuits to relationships. MICROTRENDS will take the reader deep into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.
作者简介 马克?佩恩：曾就读于哥伦比亚大学和哈佛大学。从1995年至2000年为比尔?克林顿总统担任战略顾问，并因此而闻名遐迩。2000年，《时代杂志》将佩恩称为“信息大师”，并被誉为美国政界最有洞察力的民意测验专家。佩恩是世界著名的博雅公关公司的CEO，希拉里?克林顿竞选总统的首席顾问。也是财富500强里多家公司的顾问，更是25个国家元首的资深顾问。
Dubbed "the most powerful man in Washington you've never heard of" by the Washington Post, Mark J. Penn is the worldwide CEO of Burson-Marsteller. He was pollster to President Clinton in his successful 1996 re-election campaign, and is adviser to Senator Hillary Rodham Clinton, Microsoft Chairman Bill Gates, numerous corporations, and 25 foreign heads of state.
E. Kinney Zalesne has served as a White House Fellow, Counsel to U.S. Attorney General Janet Reno, and Executive Vice President and President of two national social-change organizations.
website: http://www.microtrending.com/
媒体推荐 读者评价：
当世界被按照一个个细小的相同点被划分成若干小群体的时候，你会发现世界原来可以如此有趣。20多年前，奈斯比特的《大趋势》描述了一个一体化中的世界。但世界并不仅仅按照他所描述的十个大方向前进。
读《小趋势》，你会发现那些由于体态特征、兴趣爱好或者生活方式而凝聚在一起的许多小群体，正是这些趋同而又有差异的群体构成了美国乃至我们这个丰富多彩的世界。
这本书很有点细节决定成败的意思。大趋势是大部分人都可以看到的，而细节（小趋势）却是决定选票、商机的关键。书中虽然写的是美国的小趋势，但经历了次贷危机的我们，将会发现美国社会对世界能够产生多么大的影响。
而对于仍在向美国学习看齐的中国来说，我觉得读这本书更有现实意义。美国的社会发展要比中国早3-5年，书中所描述的许多，实际上正在或者将要在中国发生。比如性比例失调的单身男女、购买第二居所的人等等。
此书的文字十分生动有趣，不像是一本理论书，这使得在阅读一本将近500页的书时你只会感到物有所值，而不会觉得厌倦。读这本书关键在于促进思考，捕捉中国的小趋势才应是我们的着眼点——此时，我们应该学习马可佩恩的严谨态度，他在书中详细列出了他的资料来源。考虑到他和华府的密切关系，以及曾经帮助克林顿、布莱尔等25个国家元首登上宝座的牛B经历，这些资料来源的重要性可能不在本书之下，尤其是对于相关领域的研究学者来说。
编辑推荐 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 the Hardcover edition.
From AudioFile
Take a timely look at an extensive inventory of small, sometimes unnoticeable, trends that are shaping and directing our economy, our society, and our world. In reading the tea leaves of these small movements, politicians, marketers, and entrepreneurs who get it right will be able to get the jump on those who await the coming of the significant movements as defined by the traditional polling apparatus. Narrator Brett Barry?s pacing is excellent for the considerable amount of material the author covers: 75 intense identity groups who are demanding things that our current social structure isn?t delivering. With a less able reader the listener could get lost--as the topics transition rapidly and often abruptly.
Review
"A striking window into 'Hillary's Brain'." -- Politico
"Culture buffs, retailers and especially businesspeople for whom "small is the new big" will value this exercise in nano-sociology." -- Publishers Weekly
"Delightful and fast-paced....A breezy, entertaining consideration of niche groups within America." -- Business Week
"If small is still the new big, then the biggest book of the moment is Microtrends...Penn sifts the sociological sands to come up with a fine-grained view of where we're headed." -- Information Week
"Read it for its dozens of social insights that could well be turned to profit." -- The Economist
"Riveting....imaginative....Penn's thesis is that change in today's world is driven by small trends that are started below the radar ... . " -- Financial Times
"Sound and cleverly written....will undoubtedly appeal to marketing analysts and armchair sociologists, as well as fans of Megatrends and Malcolm Gladwell." -- Kirkus Reviews
"Stuffed with smart, offbeat tidbits....Penn and his co-author, E. Kinney Zalesne, deserve credit for leavening their facts and figures with humor and pop-culture asides." -- Bloomberg
"The strength of the book lies in Penn's analysis of the implications and opportunities of each microtrend." -- USA Today
"Unrelentingly fascinating....Microtrends is a diligently researched tome chock-full of counterintuitive facts and findings." -- The New York Times --This text refers to the Hardcover edition.
