Download The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit epub

by William Higham

William_Higham Marketing_and_Sales English

William Higham is one such trend marketer. As the summary above may indicate, The Next Big Thing is a very detailed book. Yet that detail reflects depth rather than digression

William Higham is one such trend marketer. In The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit, he has written what could be the definitive guide for companies seeking to find and exploit consumer trends. The book is divided into six very rich parts. Yet that detail reflects depth rather than digression. Higham leaves you with a comprehensive understanding, not just an overview, of trends. Throughout the book, Higham uses an impressive number of examples to support his points.

The Next Big Thing book. The whats, hows, whens, whos etc of Trends. William Higham has covered the "Spotting and Forecasting Trends" part in great detail. Cleared lots of doubt that I had in this area. The book covers everything that is "trend".

Trend forecasting is a science: tomorrow is predictable. Understanding consumer trends means the difference between corporate success and failure, as trends affect every sector and every market

Trend forecasting is a science: tomorrow is predictable. Understanding consumer trends means the difference between corporate success and failure, as trends affect every sector and every market. The success or failure of global brands from Dove to Apple, McDonalds to Coca Cola is increasingly recognised as being trend-driven. For companies to survive, they will need to understand how to take advantage of these changes, rather than just react to them. The Next Big Thing reveals how trends work, how to spot them, and then how to use that knowledge to gain financial and competitive advantage.

The Next Big Thing reveals how consumer trends work, how to spot them, and how to use that knowledge to gain financial and competitive advantage. Find out about new market trends spotted by the author, including the Come Together trend, the Gender Blending trend, and more.

Mobile version (beta). The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit. Download (pdf, . 7 Mb) Donate Read. Epub FB2 mobi txt RTF. Converted file can differ from the original. If possible, download the file in its original format.

The Next Big Thing" reveals how consumer trends work, how to spot . Understanding consumer trends can make the difference between corporate success & failure.

The Next Big Thing" reveals how consumer trends work, how to spot them, and how to use that knowledge to gain a financial and competitive advantage. This book shows how trends work, how to spot them & how to use that knowledge to leverage financial & competitive advantage.

Publication, Distribution, et. London ; Philadelphia The importance of trends The relevance of trends The impact of trends The benefit of trends The three is Preparation In-house insights : creating the right environment for trend analysis Outsourcing insights How trends start Trend typologies Where trends occur Trends versus fads What to look for Statistical data Observational data Media monitoring How trends spread Active trend drivers Passive trend drivers Predicting. trends Convincing the company Determining strategy What's in it for me? Theory into practice. Rubrics: Consumer behavior Forecasting New products Sales forecasting.

The Next Big Thing: The Complete Guide to Spotting and Forecasting . This book's format is not supported currently, please contact the publisher.

The Next Big Thing: The Complete Guide to Spotting and Forecasting Consumer Trends for Profit explains how to uncover new trends - enabling you to gain control, boost profits and gain competitive advantage. Save up to 80% by choosing the eTextbook option for ISBN: 9780749458430, 0749458437. The print version of this textbook is ISBN: 9780749454500, 0749454504.

About William Higham. He studies and predicts consumer change patterns and locates new consumer markets. Blue chip clients range across finance (HSBC to Nat West), entertainment (BBC to Universal Music), technology (AOL to Siemens), media (Hachette to News international), food (Aga to Budweiser) and advertising (Ogilvy to WPP). Frequently quoted in the media and a popular conference speaker, he is also the author of The Next Big Thing: Spotting & Forecasting Consumer Trends for Profit (Kogan Page, 2010).

The Next Big Thing reveals how trends work, how to spot them, and how to use that knowledge to gain financial and competitive advantage

The Next Big Thing reveals how trends work, how to spot them, and how to use that knowledge to gain financial and competitive advantage. The Next Big Thing will enable readers to anticipate, prepare for and benefit from trends.

Understanding and predicting trends can put organizations in control, boosting profits and placing them ahead of their competitors. The Next Big Thing reveals how consumer trends work, how to spot them, and how to use that knowledge to gain financial and competitive advantage. Full of examples of trends and comments from industry insiders, it also includes case studies of companies that benefited from spotting trends and those who lost out by not spotting them. Find out about new market trends spotted by the author, including the Come Together” trend, the Gender Blending” trend, and more.

Download The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit epub

ISBN: 0749454504
ISBN13: 978-0749454500
Category: Business
Subcategory: Marketing & Sales
Author: William Higham
Language: English
Publisher: Kogan Page; 1 edition (October 1, 2009)
Pages: 272 pages
ePUB size: 1176 kb
FB2 size: 1146 kb
Rating: 4.9
Votes: 744
Other Formats: lrf docx lit txt

komandante

Excellent text on complicated subject. Well written with genuine enthusiasm and knowledge of the subject matter. A must read for those in this line of work, and at the same time a good read for those who don't know anything at all about it.The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit

POFOD

Sometimes I dream of leaving it all behind. Ditching the laptop and mortgage payments. Moving to a farm, maybe raising chickens.

The closest I come to actually doing this is virtual farming virtually via MMOGs (massively multiplayer online games). Hey, you gotta start somewhere.

In a trend marketer's view, I'm actually fantasizing about Traditionalizing (going back the tradition). Instead of acting on my fantasy, however, I am Gender Blending (playing video games, traditionally a male past time) and Coming Together (playing video games in a group).

Long before I started yearning for tradition or playing MMOGs, someone discovered that these sentiments were, in fact, widespread trends. They analyzed those trends. They helped companies build a strategy around them, so that those companies can now target people like me with relevant products. Meanwhile, the same trend marketers are busy uncovering next year's trends.

William Higham is one such trend marketer. In The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit, he has written what could be the definitive guide for companies seeking to find and exploit consumer trends.

Content

The book is divided into six very rich parts. Here's a brief summary:

Part 1: Covers what trends are (long-term changes in consumer behavior), how they impact global commerce, and the opportunities and threats they present to a company.

Part 2: Describes what trend analysis is, why you need it, and how to formalize it into a trend marketing function.

Part 3: Details the forces that cause trends and where they happen. It educates you on the difference trends and fads.

Part 4: Teaches you how and where to identify trends.

Part 5: Tells you who creates trends, how they progress, what trends grow fastest, what influences the trajectory of a trend, and how to predict the development of a trend.

Part 6: Instructs how to integrate trends into your company strategy.

As the summary above may indicate, The Next Big Thing is a very detailed book. Yet that detail reflects depth rather than digression. Higham leaves you with a comprehensive understanding, not just an overview, of trends.

Comments

Throughout the book, Higham uses an impressive number of examples to support his points. He integrates his encyclopedic knowledge of trends and branding into a story of what trends are, how they work, and how companies can harness them. You learn about the contexts trends operate in. Instead of being a vaguely defined mystery, trends become something more predictable, more of a science.

Even the drier parts of the book-there were several-held gems. For example, there is a chapter devoted exclusively to using statistical data. That's not very exciting, but, among other things you do learn how to recognize when marketers are manipulating data for their own advantage.

Why I recommend this book

Our world today is crowded and wired. We cycle through trends rapidly, making it hard for companies to stay informed enough to remain competitive. Even so, the study of trends is still a very new discipline, outside of fashion. This is the first book to break them down into understandable parts.

In addition, you learn to see things through a trend expert's eyes. When I was reading the book, the knitting clubs and plate-breaking cafe I've come across started to make sense. They weren't anomalies. They were signs of widespread trends. Even human history and culture starts to take on a different hue through a trend analyst's eyes. This new perspective, along with the thoroughness of the book, made The Next Big Thing a truly valuable read.

If you need to understand and incorporate trends into your business, want to understand how trends work, or simply enjoy a well-researched book on a fascinating subject, do not miss The Big Picture.

(book review by Drea Knufken)

Download The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit epub

by William Higham

Related to The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit ebooks: