The Trend Forecaster's Handbook is a sharp, in-depth and highly visual textbook and teaching aid for students and tutors keen to know more about the world of trends, trend forecasting and consumer-insight techniques.
Trends are a fundamental part of our emotional, physical and psychological landscape, and by forecasting trends, or using them to anticipate what is new and next in the world, we can begin to understand what drives and motivates consumers. This in turn can help to make the difference between a product or design that sells and one that languishes on the shelf.
This 'how to' book provides design students with skills to understand and track trends and use them to inform their research, design and product development. Highly visual, the book takes us through the world of trend forecasting and consumer insight in a step-by-step way, with quotes from, interviews with and case studies of key players. Each chapter concludes with a lesson plan, or summary panel, which reviews the key issues covered and describes a course of action or a project-based activity that allows students to experience the techniques or methodologies explored.
From strategist, speaker and podcaster Alice Benham comes The Digital Marketing Handbook - an expert guide covering the fundamentals of marketing, filled with case studies and interviews with industry insiders.
There's so much marketing expertise out there but how should people know what to listen to? How to implement it? Or where to start? By covering the fundamentals of marketing, this book will act as a north star for small business owners looking to grow. Like Alice herself, the book is honest, practical, engaging and actionable - no fluff or complication allowed - and will help you build a community, get visible and make sales. Rooted in theory but with real-life experiences and case studies from entrepreneurs who have made digital marketing work for them, the book will leave you with the clarity and systems to take your business to the next level. An indispensable resource for small business owners, freelancers, entrepreneurs and marketing students.
Here's what to expect from the book:
Proven and practical expertise
Clear definitions (no jargon!)
Quick tips
Examples and case studies
Insights from trusted experts
Chapter summaries for easy reminders
Action steps for every topic
