The Next Big Thing by William Higham
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.
"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
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.
| SKU | Unavailable |
| ISBN 13 | 9780749454500 |
| ISBN 10 | 0749454504 |
| Title | The Next Big Thing |
| Author | William Higham |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Kogan Page Ltd |
| Year published | 2009-09-03 |
| Number of pages | 272 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |