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

Av: Språk: Engelska Utgivningsuppgift: New York : Hyperion, cop. 2008Utgåva: 1. pbk. edBeskrivning: xii, 267 s. ill. 21 cmISBN:
  • 1401309666
  • 9781401309664
Annan titel:
  • Why the future of business is selling less of more [Del av titel]
  • Future of business is selling less of more [Del av titel]
  • Implied title from cover: Longer tail
Ämnen: DDK-klassifikation:
  • 658.802 22
Library of Congress (LC) klassifikationskod:
  • HF5415.127
Annan klassifikation:
  • Qblb
  • Qi
Innehåll:
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.
Bestånd
Exemplartyp Aktuellt bibliotek Placering Hyllsignatur Status Förfallodatum Streckkod Exemplarreservationer
Bok Biblioteket HKR Biblioteket 658.8 Anderson Tillgänglig 11156000170534
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Förbättrade beskrivningar från 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.

Innehållsförteckning levererad av 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)