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Rating: 
Summary: self-promotion based on wild generalizations
Review: In our quest for The Next Big Thing, many of us have rummaged around in the wrong places, like the drunk who stumbled under the streetlight for hours seeking his keys. Asked why he keeps covering the same ground, he says, "Because that's where the light is!"In Street Trends, Lopiano-Misdom and De Luca are seeking the keys to hot, new trends - and finding them, too - but not under the bloodless light of statistical research alone (which everyone admits is illuminating ... as far as it goes). No, these authors venture right into the thicket. They mount an expedition into the surly habitat of those young, independent kids who wouldn't dream of filling out a corny questionnaire, or be caught (duh!) in a focus group. Whether or not you agree with the authors' observations (and whether or not you'd grant a First Church of Chi-Squared Almighty imprimatur to their naturalist methodology) this apparently modest volume is actually a fascinating, wickedly subversive little book. Ray Simon (Ray is the author of Mischief Marketing, Contemporary Books, Fall 1999)
Rating: 
Summary: Luck from De Luca, Wisdom from Misdom
Review: In our quest for The Next Big Thing, many of us have rummaged around in the wrong places, like the drunk who stumbled under the streetlight for hours seeking his keys. Asked why he keeps covering the same ground, he says, "Because that's where the light is!" In Street Trends, Lopiano-Misdom and De Luca are seeking the keys to hot, new trends - and finding them, too - but not under the bloodless light of statistical research alone (which everyone admits is illuminating ... as far as it goes). No, these authors venture right into the thicket. They mount an expedition into the surly habitat of those young, independent kids who wouldn't dream of filling out a corny questionnaire, or be caught (duh!) in a focus group. Whether or not you agree with the authors' observations (and whether or not you'd grant a First Church of Chi-Squared Almighty imprimatur to their naturalist methodology) this apparently modest volume is actually a fascinating, wickedly subversive little book. Ray Simon (Ray is the author of Mischief Marketing, Contemporary Books, Fall 1999)
Rating:
Summary: self-promotion based on wild generalizations
Review: Pretty clever idea: get thousands of people to pay to read your corporate brochure. The authors blatantly pitch their company's services throughout. That's embarrassing. But many of their insights are based on unfounded generalizations -- that today's youth are responsible for the rise in microbrewed beer, or that all future music will contain electronic components. The result: we can't take these so-called researchers seriously. There may be valuable insights in this book, but what can you believe?
Rating: 
Summary: Postive for International Youth Marketeers
Review: Street Trends is an effective book for all marketeers wanting to know what is in the mindsets of the youth market. Its assessment of the market also translates well into some of the trends that hit international markets.
Rating:
Summary: Postive for International Youth Marketeers
Review: Street Trends is an effective book for all marketeers wanting to know what is in the mindsets of the youth market. Its assessment of the market also translates well into some of the trends that hit international markets.
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