The Long Tail: Why the Future of Business Is Selling Less of More

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Hachette Books, 2006 M07 11 - 256 páginas
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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LibraryThing Review

Crítica de los usuarios  - PDCRead - LibraryThing

When this was published it was a seminal book that defined the new business model for the internet. Since then, things have moved on, and some of the subjected predicted in the book never did come to ... Leer comentario completo

LibraryThing Review

Crítica de los usuarios  - AlisonY - LibraryThing

I picked up a bunch of business books last weekend at the secondhand bookshop and have learnt a valuable lesson - whilst fiction books still remain relevant even if published 20, 50, 100 years ago ... Leer comentario completo

Contenido

Introduction
A Short History of the Long Tail
The Three Forces of the Long Tail
The New Producers
The New Markets
The New Tastemakers
Long Tail Economics
The Short Head
The Infinite Screen
Beyond Entertainment
Long Tail Rules
The Long Tail of Marketing
Tomorrows Tail
Notes on Sources and Further Reading
Index
Acknowledgments

The Paradise of Choice
Niche Culture
Praise for The Long Tail
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Acerca del autor (2006)

TED curator.

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