From the Critics: Library Journal

Market researcher Beemer (Predatory Marketing) and professional business writer Shook team up here to deliver a fast-paced book citing surveys and statistics on 15 market trends, which, they say, should be of concern to everyone in business. One trend they highlight is greater human longevity, which means that middle-aged people, who should have considerable spending power, are devoting larger portions of their incomes and time both to caring for their parents and to preparing for their own retirements. The authors extrapolate from this trend to find potential opportunities for companies that can provide fast service and cater to the needs of an aging population. Other trends discussed include the burgeoning Internet, declining employee loyalty, and the increasing popularity of gambling. With so many trends to cover, the authors don't have time to analyze any one of them thoroughly, and this book is best considered a starting point for practitioners. Recommended for marketing and small-business collections in most public and academic libraries.--Lawrence R. Maxted, Gannon Univ., Erie, PA Copyright 2001 Cahners Business Information.