The Next Big Thing
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.
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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REVIEWS :Hardback, 272 Pages, Dimensions 234 x 156 MM Language English.
"William Higham is an experienced trend analysis consultant with a background in marketing. A recognized and trusted trends expert, he has undertaken a vast number of trend-related projects, running trend research campaigns, compiling trend analysis reports and conducting trend workshops. His opinion is regularly sought by those interested in trend forecasting, from brands to agencies, media outlets to conference organizers, and his impressive client list includes AOL, BSkyB, Siemens, NatWest, Virgin, BBC, Hachette, HSBC, Diageo, BBH, and Budweiser. Founder of consultancy The Next Big Thing, William is frequently quoted in the media, and regularly speaks on trends at conferences."