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The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit [Hardcover]

William Higham
4.0 out of 5 stars  See all reviews (5 customer reviews)
RRP: 19.99
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Book Description

3 Sep 2009

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. 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. The Next Big Thing will enable you to anticipate, prepare for and benefit from trends.


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The Next Big Thing: Spotting and Forecasting Consumer Trends for Profit + The Trend Forecasters Handbook
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Product details

  • Hardcover: 272 pages
  • Publisher: Kogan Page (3 Sep 2009)
  • Language: English
  • ISBN-10: 0749454504
  • ISBN-13: 978-0749454500
  • Product Dimensions: 23.9 x 16.3 x 2.4 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: 210,521 in Books (See Top 100 in Books)

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Review

A unique guidebook for any global company or entrepreneur hoping to understand how to stay one step ahead of the competition. This book should be in the rucksack of any executive or entrepreneur hoping to move quickly and stay ahead of the pack. --Wayne Garvie, Managing Director of Content & Production, BBC Worldwide

A Comprehensive look at trends and a source of inspiration for anyone interested in making greater use of trends in their business --Gavin Emsden, Food & Beverage Insights Director, Nestle UK

Provides an insightful framework and pragmatic 'how to' approach to identifying, undersatanding and leveraging trends. A 'must-read' reference. --Marcel Engh, Vice President, Brand Entertainment, Sony Music Europe

Book Description

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.

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

4.0 out of 5 stars
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Most Helpful Customer Reviews
2 of 4 people found the following review helpful
Format:Hardcover
It's hard to find books that actually show you how to integrate trends and trend forecasting into your business - but this one does just that. It steers you though the process; offers hints and tips; gives examples of current and growing trends and includes insightful advice from senior execs in the field. A practical, must-have guide for anyone serious about business.
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0 of 1 people found the following review helpful
5.0 out of 5 stars Essential reading for marketers 10 Jan 2010
Format:Hardcover
Whilst there is a wealth of trend books for marketers, there was a real lack of help on the practicalities of trend-spotting, until now. Higham covers everything from the definition of a trend (often misinterpreted by many an advertiser or agency executive), to how to identify them and most importantly, how to apply them. The book is peppered with tons of examples from big brands, quotes and pointers from top brands and their agencies. What I like about this essential guide is that it is well organised and easy to read, which would give it appeal to students and senior marketing executives alike.
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1 of 3 people found the following review helpful
1.0 out of 5 stars The next big thing is worth missing 10 Jan 2010
Format:Hardcover
William Higham book set up my expectations for detail and what is next. The book is easy to read, well structured and provides an overview of the topic. On the downside, the detail is lacking 'on how to do things', lacks references to sources etc. So, overall I would give it a miss
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0 of 2 people found the following review helpful
4.0 out of 5 stars Love William's stuff 31 Mar 2010
Format:Hardcover
OK - I have to come clean. I know William and have often used his work in my professional life. I have always found his insights EXTREMELY useful in spotting trends, to understand from where they have originated and in how to take them forward in business. His trend spottings are really inciteful and have certainly helped in creating better, more successful communications strategies for my company. I think that 'The Next Big Thing' will help anyone who is serious about understanding the implications of current trends. If you do so then you will find this book very useful indeed. If you don't then you are not trying hard enough.
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0 of 2 people found the following review helpful
Format:Hardcover
A really useful book for any business person wondering how to use trends within their business. It shows you how to spot, analyse and use trends, and focuses on real life situations and practical applications. Now if only I had the time to put it all into practice! In times of recession every business needs to know as much as they possibly can about what's happening out there and try to adapt accordingly.
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