The Long Tail

Why the Future of Business Is Selling Less of More

Author: Chris Anderson

Publisher: Hachette UK

ISBN: 1401384633

Category: Business & Economics

Page: 256

View: 6066

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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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Summary: The Long Tail

Review and Analysis of Anderson's Book

Author: BusinessNews Publishing

Publisher: Primento

ISBN: 2806233674

Category: Business & Economics

Page: 10

View: 5160

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The must-read summary of Chris Anderson's book: "The Long Tail: Why the Future of Business is Selling Less of More". This complete summary of the ideas from Chris Anderson's book "The Long Tail" shows how the world of business is changing and commercial success in the 21st century will rely on multiple-niche marketing. The author explains that it is now better and more profitable to sell a few units in many niche markets than to try and sell a million units in one mass market. By reading about this new strategic thinking used by some of the top companies in the world, you can start paving the way for the future success of your business. Added-value of this summary: • Save time • Understand key concepts • Increase your business knowledge To learn more, read "The Long Tail" and find out how your business can become more profitable by selling less of more.
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Business Vocabulary in Use Intermediate with Answers

Author: Bill Mascull

Publisher: Cambridge University Press

ISBN: 9780521128285

Category: Foreign Language Study

Page: 176

View: 6800

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Business Vocabulary in Use includes 66 easy-to-use units, with vocabulary items presented and explained on the left-hand pages and a range of practice exercises on the right-hand pages. It also includes a comprehensive answer key. The book covers a huge range of business topics including jobs; people and organisations; production; marketing; finance and the economy, and business culture. Learners will develop essential business communication skills, focusing on the language used for meetings, negotiations and presentations.
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The Future of Thinking

Learning Institutions in a Digital Age

Author: Cathy N. Davidson,David Theo Goldberg,Zoë Marie Jones

Publisher: MIT Press

ISBN: 0262266539

Category: Social Science

Page: 316

View: 5430

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Over the past two decades, the way we learn has changed dramatically. We have new sources of information and new ways to exchange and to interact with information. But our schools and the way we teach have remained largely the same for years, even centuries. What happens to traditional educational institutions when learning also takes place on a vast range of Internet sites, from Pokemon Web pages to Wikipedia? This report investigates how traditional learning institutions can become as innovative, flexible, robust, and collaborative as the best social networking sites. The authors propose an alternative definition of "institution" as a "mobilizing network"--emphasizing its flexibility, the permeability of its boundaries, its interactive productivity, and its potential as a catalyst for change--and explore the implications for higher education. The Future of Thinking reports on innovative, virtual institutions. It also uses the idea of a virtual institution both as part of its subject matter and as part of its process: the first draft of the book was hosted on a Web site for collaborative feedback and writing. The authors use this experiment in participatory writing as a test case for virtual institutions, learning institutions, and a new form of collaborative authorship. The finished version is still posted and open for comment. This book is the full-length report of the project, which was summarized in an earlier MacArthur volume, The Future of Learning Institutions in a Digital Age.
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Strategies for Success in Retail (Collection)

Author: Jagmohan John Raju,Z. Zhang,Herb Sorensen,Rick DeHerder,Dick Blatt

Publisher: Pearson Education

ISBN: 0132696517

Category: Business & Economics

Page: 736

View: 9708

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3 state-of-the-art guides to understanding consumer behavior -- and leveraging it for higher retail profits Three books packed with up-to-the-minute insights into consumer behavior — and practical guidance on building more successful campaigns, products, formats, and experiences! Use innovative new pricing strategies to create value and attract customers... learn how today’s shoppers really think, behave, and buy… learn proven methodologies for transforming consumer knowledge into retail profits! From world-renowned leaders and experts, including Jagmohan Raju, Z. John Zhang, Herb Sorensen, Ph.D., Rick DeHerder, and Dick Blatt
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The Mood of Information

A Critique of Online Behavioural Advertising

Author: Andrew McStay

Publisher: Bloomsbury Publishing USA

ISBN: 1441125353

Category: Social Science

Page: 200

View: 3121

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The Mood of Information explores advertising from the perspective of information flows rather than the more familiar approach of symbolic representation. At the heart of this book is an aspiration to better understand contemporary and nascent forms of commercial solicitation predicated on the commodification of experience and subjectivity. In assessing novel forms of advertising that involve tracking users' web browsing activity over a period of time, this book seeks to grasp and explicate key trends within the media and advertising industries along with the technocultural, legal, regulatory and political environment online behavioural advertising operates within. Situated within contemporary scholarly debate and interest in recursive media that involves intensification of discourses of feedback, personalization, recommendation, co-production, constructivism and the preempting of intent, this book represents a departure from textual criticism of advertising to one based on exposition of networked means of inferring preferences, desires and orientations that reflect ways of being, or moods of information.
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Cyberactivism on the Participatory Web

Author: Martha McCaughey

Publisher: Routledge

ISBN: 1134623445

Category: Social Science

Page: 296

View: 4337

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Cyberactivism already has a rich history, but over the past decade the participatory web—with its de-centralized information/media sharing, portability, storage capacity, and user-generated content—has reshaped political and social change. Cyberactivism on the Participatory Web examines the impact of these new technologies on political organizing and protest across the political spectrum, from the Arab Spring to artists to far-right groups. Linking new information and communication technologies to possibilities for solidarity and action—as well as surveillance and control—in a context of global capital flow, war, and environmental crisis, the contributors to this volume provide nuanced analyses of the dramatic transformations in media, citizenship, and social movements taking place today.
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Time, Consumption and Everyday Life

Practice, Materiality and Culture

Author: Elizabeth Shove,Frank Trentmann,Richard Wilk

Publisher: Berg

ISBN: 1847886248

Category: Social Science

Page: 256

View: 6179

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Has material civilization spun out of control, becoming too fast for our own well-being and that of the planet? This book confronts these anxieties and examines the changing rhythms and temporal organization of everyday life. How do people handle hurriedness, burn-out and stress? Are slower forms of consumption viable? In case studies covering the United States, Asia and Europe, international experts follow routines and rhythms, their emotional and political dynamics and show how they are anchored in material culture and everyday practice. Running themes of the book are questions of coordination and disruption; cycles and seasons; and the interplay between power and freedom, and between material and natural forces. The result is a volume that brings studies of practice, temporality and material culture together to open up a new intellectual agenda.
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Civil Servant 2.0

New ideas and practical tips for working in government 2.0

Author: Davied van Berlo

Publisher: Davied van Berlo

ISBN: N.A

Category:

Page: 215

View: 6871

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"In this book Dutch civil servant Davied van Berlo explains the significance of web 2.0 for government in terms of its internal organisation, its relationship with the public, and the working methods of the civil servant. The second part, Civil Servant 2.0 beta, provides a practical interpretation of the concepts expressed in the first part, and contains action points and ideas for government organisations to develop their own strategies for government 2.0." - back cover.
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Controlling the Message

New Media in American Political Campaigns

Author: Victoria A. Farrar-Myers,Justin S. Vaughn

Publisher: NYU Press

ISBN: 1479886637

Category: Political Science

Page: 368

View: 5709

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Choice Outstanding Academic Title of 2016 From the presidential race to the battle for the office of New York City mayor, American political candidates’ approach to new media strategy is increasingly what makes or breaks their campaign. Targeted outreach on Facebook and Twitter, placement of a well-timed viral ad, and the ability to roll with the memes, flame wars, and downvotes that might spring from ordinary citizens’ engagement with the issues—these skills are heralded as crucial for anyone hoping to get their views heard in a chaotic election cycle. But just how effective are the kinds of media strategies that American politicians employ? And what effect, if any, do citizen-created political media have on the tide of public opinion? In Controlling the Message, Farrar-Myers and Vaughn curate a series of case studies that use real-time original research from the 2012 election season to explore how politicians and ordinary citizens use and consume new media during political campaigns. Broken down into sections that examine new media strategy from the highest echelons of campaign management all the way down to passive citizen engagement with campaign issues in places like online comment forums, the book ultimately reveals that political messaging in today’s diverse new media landscape is a fragile, unpredictable, and sometimes futile process. The result is a collection that both interprets important historical data from a watershed campaign season and also explains myriad approaches to political campaign media scholarship—an ideal volume for students, scholars, and political analysts alike.
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