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Microtrends Squared

Microtrends Squared

作者 : Mark Penn

出版社 : SIMON & SCHUSTER INC.

可訂購

定價 : NT 749

售價 : NT749

內容簡介


現在影響世界的,並非社會的強勢力量,而是廣大人群中做出的小改變。

 十年前,作者馬克‧潘的暢銷書《微趨勢》引起了一陣風潮,潘認為,微趨勢雖是些微且安靜的改變,但並不表示其改變的原因很小眾,一小群人的行為可能有改變社會的力量。

本書列出五十個微趨勢,藉此說明世界的現況以及未來經濟、政治和文化的預測,從科技、網路的發展和普及,網紅的影響力以大過傳統的媒體,講到美國共和黨的分裂,原本處於邊緣的選民出現已開始反擊,這些都是企業家、政治家、創新者都必須要了解並掌握的微趨勢。

馬克‧潘是美國知名的趨勢觀察家,曾擔任美國總統候選人希拉蕊的軍師,也曾是比爾蓋茲最重視的趨勢研究學者,本書潘和美國知名作家Meredith Fireman合作,將再次讓人們的注意力轉移到這些正在快速興起的小團體,還有那些以前被忽略的力量。



Ten years after his bestseller Microtrends, Mark Penn identifies the next wave of trends reshaping the future of business, culture, and politics.

Mark Penn has boldly argued that the future is not shaped by society’s broad, general forces but by quiet changes within narrow slices of the population. He showed ten years ago how the behavior of one small group can exert an outsized influence over the whole of America. His bestselling Microtrends highlighted dozens of small, counterintuitive trends that have since come to fruition, from the explosion of Internet dating to recent splits within the Republican Party.

Today, microtrends are on steroids. The world is in perplexing upheaval, visible in the disruption of markets, elections, media, lifestyles, and systems of government. In this environment, the impact of microtrends is far greater than just ten years ago, and the fine grain of Penn’s work is more necessary than ever.

Microtrends Squared makes sense of what is happening in the world today, and it illuminates the shifts that will be coming in the next ten years. Across business, politics, and culture, Penn examines over fifty new microtrends. He pinpoints the unseen hand behind new power relationships that have emerged—as fringe voters and reactionary politics have found their revival, as online influencers overshadow traditional media, and as the gig economy continues to invade new swathes of the economy. He likewise speaks to the next wave of developments coming in technology, new products, social movements, and even dating.

Offering a clear vision of the future of business, politics, and culture, Microtrends Squared is a must-read innovators and entrepreneurs, political and business leaders, and for every curious reader looking to understand the wave of the future when it is still just a ripple.
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作者介紹
About the Author

Mark Penn
is the president and founder of The Stagwell Group, a private equity fund focused on the marketing services industry. He was previously chief strategy officer at Microsoft and a leading PR executive. Penn has served as a strategist and adviser for the presidential campaigns of both Bill and Hillary Clinton, for Bill Gates, and for Tony Blair, among other world leaders. He has advised companies from Ford to Verizon to Merck to McDonald’s. He is the author of the New York Times bestselling book Microtrends: The Small Forces Behind Tomorrow’s Big Changes; and has written for The Wall Street Journal, Time.com, Politico, and Huffington Post.

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