The longer long tail : how endless choice is creating unlimited demand af Chris Anderson (f. 1961) (Bog)

Forfatter: Chris Anderson (f. 1961)

Sprog: Engelsk

Antal sider: 0

Forlag: Random House Business Books

Udgivelsesår: 2009

What happens when there is almost unlimited choice? When everything becomes available to everyone? And when the combined value of the millions of items that only sell in small quantities equals or even exceeds the value of a handful of best-sellers?In t

Titel: The longer long tail : how endless choice is creating unlimited demand

Udgave: Updated and Expanded Edition

Genre: Business

Sammendrag: With his brilliant theory of the Long Tail – a powerful new economic force in a world where the internet allows access to almost unlimited choice – Chris Anderson identified an important truth about our economy and culture: that the future does not lie in hits – the high-volume end of a traditional demand curve – but in what used to be regarded as misses – the curve's endlessly long tail. In this updated edition, which includes a new chapter on the long tail of marketing, he examines how niche interests, which make up the millions of misses, have come together in a global network, stimulating innovation on an unprecedented scale. The result, he argues, is a cultural richness in which enthusiasms previously dismissed as 'minority' thrive and everybody everywhere can find something to their taste.

Type: Paperback

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.

Chris Anderson is editor of chief of Wired magazine. He was U.S. business editor at The Economist. He began his career at the two premier science journals Science and Nature. He holds a Bachelor of Science degree in Physics from George Washington University and studied Quantum Mechanics and Science Journalism at the University of California at Berkeley.