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Rating: 
Summary: a trend that teaches no new things
Review: Overall, I think the book says things everybody (especially marketer) already knew.For instance, the final recommended nine strategies:
- restructure organizations with a consumer-driven orientation.
- select and focus on the highest-priority consumer segments.
- develop standardized customizaton approaches.
- leverage global trends and market intelligence.
- increase the priority on innovation.
- increase the priority on value.
- choose more narrowly targeted and two-way communication vehicles.
- align communications strategies with the spirit of tomorrow's consumers
- adopt new marketing research approaches to understand tomorrow's consumer. All these "recommended strategies" are very "unsurprised" to me. Both the recommendation basis and recommendation strategies are just average. I gave two stars because the book was released in 1998, so it might have a little value then (though I doubt it too). Only recommend to college student for marketing basic reading.
Rating: 
Summary: Consumer Behavior For Entry Level Marketers
Review: The concepts and indicators Shirley Roberts mentioned in this book are nothing new to me since I have been working the last two decades at an investment bank that already follows these trends quite closely.
Most of the first two chapters seemed to be elementry knowledge, however starting with chapter 3 the text begins to look a little bit more into the detail of the "Hows and Whys" of her beliefs. Numerous examples of failure and success stories of companies that have recognised trend changes help the reader fully understand the concepts she is talking about.
The author comes from a food and beverage background which is very evident in her examples but she does use other business sector cases as well.
In the book she really pushes the theme of globalisation of the world's markets and their effects on consumer behavior. However, there are only a few very limited number of non-North American case studies.
The occupation of a "Marketing Professional" will become much more difficult as consumer market becomes extremely non-homogeneous, destroying the "Mass Marketing" philosophy.. hurray hurray... this means more marketing jobs... ha ha ha ..
Although I have been in an occupation tracking these trends and statistics over the last 20 years, I was able to learn a few new and interesting things but I would say this book is an excellent read for the college graduate/entry level employee for a marketing/market analyst type occupation.
Rating:
Summary: Harness the Future: The 9 Keys to Emerging Consumer Behaviou
Review: This book is good for anyone interested in long term trends. The author does a good job of identifying the specific factors influencing trends and then mentions what magazines you can read that will talk more specific about the area you are intersted in learning about further.
Rating:
Summary: Harness the Future: The 9 Keys to Emerging Consumer Behaviou
Review: This book is good for anyone interested in long term trends. The author does a good job of identifying the specific factors influencing trends and then mentions what magazines you can read that will talk more specific about the area you are intersted in learning about further.
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