The Long Tail

The Long Tail

Why the Future of Business Is Selling Less of More

Book - 2006
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Grand Central Pub
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.

Baker & Taylor
Examines how technology has changed the face of the marketplace, offering an abundance of variety to consumers who want more of a choice, and can get it because of the commercial viability of distribution, manufacturing, and marketing.

HARPERCOLL
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.

Baker
& Taylor

Examines how, thanks to a drop in the cost of reaching consumers, the marketplace is changing from a one-size-fits-all model to an abundance of variety to appeal to consumers who want more of a choice, and can get it thanks to the commercial viability of distribution, manufacturing, and marketing.

Publisher: New York : Hyperion, 2006
Edition: 1st ed
ISBN: 9781401302375
1401302378
Branch Call Number: 658.802 AND
Characteristics: xii, 238 p. :,ill. ;,25 cm.

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a
AndrewL
Feb 06, 2011

Great book, smart observations and conclusions.
New economy is being born right now and book shows you how it is happening in front of our eyes ( or rather computer monitors?!)

Easy to read, won't bore you.

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markd
Jan 27, 2011

A must read for anyone interested in or thinking about marketing now and in the future. I highly recommend this book.

l
librarychik
Jun 12, 2008

Very interesting take on how consumerism is changing in a digital world

p
phrees
Jun 07, 2008

A very readable description of the way the internet has brought about changes in business economics and culture. The book has an accompanying website http://www.thelongtail.com/ which continues to track these trends.

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phrees
Jun 07, 2008

Brick and mortar stores had limited shelf space and would tend to reduce stock range to focus on the most popular, most profitable items. Conversely, online retailers can maintain an extremely broad stock range, profiting more from the "long tail" of their back catalog hits than from their current top items.

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