Overview

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.

Full Product Details

9780749454500

Table of Contents

• Section - ONE: The value of trends;
• • Chapter - 01: The importance of trends;
  • Chapter - 02: The relevance of trends;
  • Chapter - 03: The impact of trends;
  • Chapter - 04: The benefit of trends;
• Section - TWO: Beginning with trends;
• • Chapter - 05: The three Is;
  • Chapter - 06: Preparation;
  • Chapter - 07: In-house insights;
  • Chapter - 08: Outsourcing insights;
• Section - THREE: Understanding trends;
• • Chapter - 09: How trends start;
  • Chapter - 10: Trend typologies;
  • Chapter - 11: Where trends occur;
  • Chapter - 12: Trends versus fads;
• Section - FOUR: Identification;
• • Chapter - 13: What to look for;
  • Chapter - 14: Statistical data;
  • Chapter - 15: Observational data;
  • Chapter - 16: Media monitoring;
• Section - FIVE: Interpretation;
• • Chapter - 17: How trends spread;
  • Chapter - 18: Active trend drivers;
  • Chapter - 19: Passive trend drivers;
  • Chapter - 20: Predicting trends;
• Section - SIX: Implementation;
• • Chapter - 21: Convincing the company;
  • Chapter - 22: Determining strategy;
  • Chapter - 23: What's in it for me?;
  • Chapter - 24: Theory into practice

Reviews

the book provides straightforward practical advice on how to deal with... situations promptly with minimum fuss or discomfort to all concerned. a really helpful handbook for these troubled times. business executive november 2009

Author Information

William Higham is a recognised and trusted trends expert. An experienced consultant, he undertakes a vast number of trend related projects, such as writing trend reports and running trend workshops, for clients such as Virgin, BBC, Hachette, Barclays, Diageo, BBH, and Budweiser. Frequently published in the media, he has led research campaigns to discover and quantify new trends and regularly speaks on trends at conferences throughout the world.

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