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The Long Tail

Why the Future of Business Is Selling Less of More

By Chris Anderson

(13)

| Hardcover | 9781401302375

Book Description

What happens when the bottlenecks that stand between supply and demand in our culture go away and everything becomes available to everyone?

"The Long Tail" is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets Continue

What happens when the bottlenecks that stand between supply and demand in our culture go away and everything becomes available to everyone?

"The Long Tail" is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. From supermarket shelves to advertising agencies, the ability to offer vast choice is changing everything, and causing us to rethink where our markets lie and how to get to them. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google.

However, this is not just a virtue of online marketplaces; it is an example of an entirely new economic model for business, one that is just beginning to show its power. After a century of obsessing over the few products at the head of the demand curve, the new economics of distribution allow us to turn our focus to the many more products in the tail, which collectively can create a new market as big as the one we already know.

The Long Tail is really about the economics of abundance. New efficiencies in distribution, manufacturing, and marketing are essentially resetting the definition of what’s commercially viable across the board. If the 20th century was about hits, the 21st will be equally about niches. [예스24 제공]

2 Reviews

  • 2 people find this helpful

    A great book, rich with new ideas and examples. This is one of the few business books worth reading.

    Is this helpful?

    ― Franco Folini said on Jul 10, 2007 | Add your feedback

  • A very detailed explanation of what the long tail is and what it means to us and for the world. Full of interesting details. I read it with my husband, and it was great for stimulating conversation about a multitude of subjects (or you might call it getting off-track every other paragraph, but it wa ... (continue)

    A very detailed explanation of what the long tail is and what it means to us and for the world. Full of interesting details. I read it with my husband, and it was great for stimulating conversation about a multitude of subjects (or you might call it getting off-track every other paragraph, but it was fun).

    Is this helpful?

    ― Missmath144 said on Oct 5, 2008 | 1 feedback

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ISBN Edition List Sale Seller
9781401302375 Hardcover $24.95 $24.95 Amazon US
£15.14 -- Amazon UK
$28.95 $18.15 Amazon CA
¥3227.00 ¥2689.00 Amazon JP
€19.57 €19.57 Amazon FR
-- €18.45 Amazon DE
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