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The long tail : why the future of business is selling less of more / Chris Anderson.

By: Language: English Publisher: New York : Hyperion, cop. 2008Edition: 1. pbk. edDescription: xii, 267 s. ill. 21 cmISBN:
  • 1401309666
  • 9781401309664
Other title:
  • Why the future of business is selling less of more [Portion of title]
  • Future of business is selling less of more [Portion of title]
  • Implied title from cover: Longer tail
Subject(s): DDC classification:
  • 658.802 22
LOC classification:
  • HF5415.127
Other classification:
  • Qblb
  • Qi
Contents:
The long tail -- The rise and fall of the hit -- 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 paradise of choice -- Niche culture -- The infinite screen -- Beyond entertainment -- Long tail rules -- The long tail of marketing -- Coda : tomorrow's tail -- Epilogue.
Holdings
Item type Current library Shelving location Call number Status Date due Barcode Item holds
Book Biblioteket HKR Biblioteket 658.8 Anderson Available 11156000170534
Total holds: 0

Enhanced descriptions from Syndetics:

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.

"With a new chapter about long tail marketing and a new epilogue"--P. [4] of cover.

Includes index.

"Notes on sources and further reading": p. [254]-258

The long tail -- The rise and fall of the hit -- 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 paradise of choice -- Niche culture -- The infinite screen -- Beyond entertainment -- Long tail rules -- The long tail of marketing -- Coda : tomorrow's tail -- Epilogue.

Table of contents provided by Syndetics

  • Acknowledgments (p. ix)
  • Introduction (p. 1)
  • 1 The Long Tail (p. 15)
  • 2 The Rise and Fall of the Hit (p. 27)
  • 3 A Short History of the Long Tail (p. 41)
  • 4 The Three Forces of the Long Tail (p. 52)
  • 5 The New Producers (p. 58)
  • 6 The New Markets (p. 85)
  • 7 The New Tastemakers (p. 98)
  • 8 Long Tail Economics (p. 125)
  • 9 The Short Head (p. 147)
  • 10 The Paradise of Choice (p. 168)
  • 11 Niche Culture (p. 177)
  • 12 The Infinite Screen (p. 192)
  • 13 Beyond Entertainment (p. 201)
  • 14 Long Tail Rules (p. 217)
  • 15 The Long Tail of Marketing (p. 225)
  • Coda: Tomorrow's Tail (p. 247)
  • Epilogue (p. 249)
  • Notes on Sources and Further Reading (p. 255)
  • Index (p. 259)