Microtrends by E. Kinney Zalesne, Mark Penn (2007, Hardcover)

A book to be kept as a reference for all marketeers. Very keen observation of many micro trends that, collectively, may affect the overall marketing strategy of many organisations. Not to be taken lightly, some of the observations are affecting our perceptions of not just the USA but Europe and the rest of the world. In "Love, Sex and Marriage" the authors presented a compelling argument with facts and figures while still holding the reader's interest without digressing into other sub-trends. However, in trying to have a broad coverage of as many trends as they can gather from their research, I think the authors over-stretched their capabilities. It shows when some chapters were so brief as to be quite useless in themselves. Their attempts to classify and group the micro trends were also rather tedious and seemed somewhat fragmented. Why not group the "Family Life" with "Education", "Lifestyle" or "Work Life" into a more coherent group?
Overall, a good start to get readers interested and participate in spotting micro-trends, if only for their own economic survival.