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: 3683

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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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The Long Tail

Why the Future of Business Is Selling Less of More

Author: Chris Anderson

Publisher: Hyperion

ISBN: 1401309666

Category: Business & Economics

Page: 267

View: 2467

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Revised and updated with expanded coverage of the revolutionary changes taking place in today's business arenas, a best-selling guide challenges popular beliefs about the marks of successes and failures as well as the direction of near-future commerce and culture. Original.
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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: 5166

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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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Ideas que pegan

Author: Chip Heath,Dan Heath

Publisher: LID Editorial

ISBN: 8483566184

Category: Business & Economics

Page: 260

View: 3929

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Chip Heath y Dan Heath explican por qué algunas ideas sobreviven y otras mueren.
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Tails of Probability Distributions

Extreme Value Theory, Fat-Tailed Distribution, Fisher-Tippett-Gnedenko Theorem, Heavy-Tailed Distribution, Long-Ta

Author: Source Wikipedia

Publisher: University-Press.org

ISBN: 9781230507484

Category:

Page: 24

View: 5304

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Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. Pages: 23. Chapters: Extreme value theory, Fat-tailed distribution, Fisher-Tippett-Gnedenko theorem, Heavy-tailed distribution, Long-tail traffic, Long tail, Pareto principle, Pickands-Balkema-de Haan theorem, Power law, Zipf's law. Excerpt: In statistics, a long tail of some distributions of numbers is the portion of the distribution having a large number of occurrences far from the "head" or central part of the distribution. The distribution could involve popularities, random numbers of occurrences of events with various probabilities, etc. A probability distribution is said to have a long tail, if a larger share of population rests within its tail than would under a normal distribution. A long-tail distribution will arise with the inclusion of many values unusually far from the mean, which increase the magnitude of the skewness of the distribution. A long-tailed distribution is a particular type of heavy-tailed distribution. The term long tail has gained popularity in recent times as describing the retailing strategy of selling a large number of unique items with relatively small quantities sold of each - usually in addition to selling fewer popular items in large quantities. The long tail was popularized by Chris Anderson in an October 2004 Wired magazine article, in which he mentioned Amazon.com, Apple and Yahoo! as examples of businesses applying this strategy. Anderson elaborated the concept in his book The Long Tail: Why the Future of Business Is Selling Less of More. The distribution and inventory costs of businesses successfully applying this strategy allow them to realize significant profit out of selling small volumes of hard-to-find items to many customers instead of only selling large volumes of a reduced number of popular items. The total sales of this large number of "non-hit items" is called "the long tail.."..
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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: 9446

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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: 4005

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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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The SAGE Handbook of Media Processes and Effects

Author: Robin L. Nabi,Mary Beth Oliver

Publisher: SAGE Publications

ISBN: 1483374882

Category: Language Arts & Disciplines

Page: 656

View: 6790

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The study of media processes and effects is one of the most central to the discipline of communication and encompasses a vast array of theoretical perspectives, methodological tools, and applications to important social contexts. In light of this importance—as well as the rapid changes in the media environment that have occurred during the past 20 years—this Handbook explores where media effects research has been over the past several decades, and, equally important, contemplates where it should go in the years ahead. COVERAGE Part I offers an overview of the field and conceptualizations of media effects, along with a range of quantitative and qualitative methodologies used in the study of media effects. Part II focuses on prominent theoretical approaches to the study of media effects from a more societal perspective, tracing their historical contexts, theoretical developments, criticisms and controversies, and the impact of the new media environment on current and future research. Part III emphasizes the various factors that influence the critical functions of message selection and processing central to a host of mass media application contexts. Part IV reflects a dominant trend in the media effects literature—that of persuasion and learning—and traces related theoretical perspectives through the various contexts in which media may have such effects. Part V explores the contexts and audiences that have been traditional foci of media effects research, such as children, violence, body image, and race, addressing the theories most applicable to those contexts. Part VI highlights a concern central and unique to the communication discipline—message medium—and how it influences effects ranging from what messages are attended to, how we spend our time, and even how we think.
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Must Read: Rediscovering American Bestsellers

From Charlotte Temple to The Da Vinci Code

Author: Sarah Churchwell,Thomas Ruys Smith

Publisher: Bloomsbury Publishing USA

ISBN: 1441195130

Category: Literary Criticism

Page: 384

View: 3273

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What is it about certain books that makes them bestsellers? Why do some of these books remain popular for centuries, and others fade gently into obscurity? And why is it that when scholars do turn their attention to bestsellers, they seem only to be interested in the same handful of blockbusters, when so many books that were once immensely popular remain under-examined? Addressing those and other equally pressing questions about popular literature, Must Read is the first scholarly collection to offer both a survey of the evolution of American bestsellers as well as critical readings of some of the key texts that have shaped the American imagination since the nation's founding. Focusing on a mix of enduring and forgotten bestsellers, the essays in this collection consider 18th and 19th century works, like Charlotte Temple or Ben-Hur, that were once considered epochal but are now virtually ignored; 20th century favorites such as The Sheik and Peyton Place; and 21st century blockbusters including the novels of Nicholas Sparks, The Kite Runner, and The Da Vinci Code.
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