- Overview
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Korea’s leading trend forecast book analyzing the consumer trends that will influence Korea in 2020.
- Book Intro
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This book is Korea’s leading trend forecast book. It has been published every year since 2009 and is written by the experts in the Consumer Trend Analysis Center of Seoul National University. The book look back at the prominent trends in Korean society during 2019, and look at the trends that will lead 2020. The three most important axes of consumer trends for 2020 identified in Trend Korea 2020 are segmentation, double-sidedness, and growth. This means that to make a breakthrough in the current market situation, which is becoming increasingly difficult every day, you must segment consumers and identify hidden desires in each segments.
- About the Author
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Kim Nando
Co-authored by Kim Nando, Jeon Miyeong, Choi Jihye, Lee Hyangeun, Lee Junyeong, Kim Seoyeong, Lee Sujin, Seo Yuhyeon, Kwon Jeongyun
The authors of this book are all researchers at the Consumer Trend Analysis Center of Seoul National University, and they are experts in consumer economics.
Prof. Nando Kim (M), the lead author, currently teaches students at the Department of Consumer Science, College of Human Ecology, Seoul National University, and leads the study of consumer trends at the Consumer Trend Analysis Centers of Seoul National University. He has won the Best Paper Award from the Korean Society of Consumer Studies, the Academic Award from the Korean Association for Policy Studies and the Contribution Award from the Korea Marketing Association. He provides a consulting service to leading companies in Korea, such as Samsung Electronics and Hyundai Motors. He has been writing the Trend Korea series since 2009 in order to assess the flow of the Korean consumer market and provide business insights to readers. In addition, he has written economics and business books, including Trend China and Luxury Korea, and essay books including You Must Be Shaken a Thousand Times to Become an Adult and It Hurts Because You Are Young.
