The long tail : why the future of business is selling less of more (eBook, 2014) [WorldCat.org]
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The long tail : why the future of business is selling less of more
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The long tail : why the future of business is selling less of more

Author: Chris Anderson
Publisher: New York : Hyperion, 2014.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Details

Genre/Form: Electronic books
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Chris Anderson
ISBN: 9780316289238 031628923X 9781401302375 1401302378
OCLC Number: 883294688
Notes: Title from resource description page (Recorded Books, viewed June 19, 2014).
Description: 1 online resource
Contents: Acknowledgments --
Introduction --
1. The long tail --
2. The rise and fall of the hit --
3. A short history of the long tail --
4. The three forces of the long tail --
5. The new procedures --
6. The new markets --
7. The new tastemakers --
8. Long tail economics --
9. The short head --
10. The paradise of choice --
11. Niche culture --
12. The infinite screen --
13. Beyond entertainment --
14. Long tail rules --
Coda : tomorrow's tail --
Notes on sources and further reading --
Index.
Responsibility: Chris Anderson.

Abstract:

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.

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