By MARK PENN with E. KINNEY ZALESNE
From The Wall Street Journal Microtrends Column
With so much attention on psychological marketing these days — finding new ways to tap into people’s heads — perhaps the single most neglected trend out there is the move towards more hard-nosed information-based shopping and purchasing.
While elites were busy shoveling money into […]
Tags: Microtrends · Mark Penn
Mark Penn is worldwide CEO of Burson-Marsteller and President of Penn, Schoen and Berland (PSB). PSB, which Mr. Penn started while an undergraduate at Harvard, provides research-based communications strategy to political leaders and corporations. Penn has been thinking about microtrends for 30 years.
Kinney Zalesne is the co-author, with Mark Penn, of Microtrends: The Small Forces Behind Tomorrow's Big Changes. Zalesne previously served as President and Executive Vice President of two national social-change organizations, and as Counsel to U.S. Attorney General Janet Reno.
