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Through a lively combination of anecdotes and examples, It Takes
a Prophet to Make a Profit analyzes the seismic shifts that have
been happening in the American marketplace, identifying the forces
behind these changes and showing how savvy businesses can find creative
ways to attract and keep customers. The trends range from changes
in our society (Trend #2: The Gap Is Widening Between the Haves
and Have-Nots) to changes in our psychology (Trend #6: Consumers
Are Reluctant to Pay "Full Retail") and culture (Trend
#12: Gaming Casinos and Lotteries Have Joined America's Mainstream).
Beemer and coauthor Robert Shook discuss which trends are likely
to have lasting impact and how they relate to each other (for example,
Trend #11: Today's Consumer Wants Brand Products is a direct result
of Trend #1: Consumers Have Less Discretionary Time), and offer
concrete and practical suggestions. For example, to take advantage
of Trend #7: More Americans Are Caring for Their Aging Parents,
the authors suggest different ways in which businesses can cater
to caregivers who are especially pressed for time and money. Stores
can benefit, they say, from starting sales in the middle of the
week so that time-conscious shoppers can avoid weekend crowds; travel
agencies can offer shorter vacation packages, such as spa visits,
as "escapes" that are closer to home; and businesses can
target the growing presence of senior citizens online, where company
Web sites can offer information or services to help build customer
loyalty. Taking similar simple but imaginative steps with any of
these fifteen trends can put your business ahead of the competition.
C. Britt Beemer's expertise in successful trend forecasting has
worked for clients ranging from Warren Buffett's Berkshire-Hathaway
companies to General Electric and other major corporations. In It
Takes a Prophet to Make a Profit, business owners and employees
alike will find an invaluable resource to navigating the marketplace
ahead -- and profiting from it.
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