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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
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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Seitenzahl: 36
Veröffentlichungsjahr: 2013
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Book PresentationThe Long Tail by Chris Anderson
Summary of The Long Tail (Chris Anderson)
Book PresentationThe Long Tail by Chris Anderson
Book Abstract
MAIN IDEA
The real mother lode of commercial success for twenty-first century businesses will be in multiple-niche marketing rather than trying to score a few mass market hits. The economy and our culture is evolving from focusing on mass markets to aggregating millions of niches into markets which end up being larger when combined than the traditional mass markets.
A new business model is arising based on the economics of abundance rather than scarcity. This new model rests on the idea it will be better and more profitable to sell a few copies each into a million niche markets than it will be to try and develop one product which you sell two or three million copies. The great success stories of the future will be the companies which are aligned with the long tail of the demand curve rather than those which bring hit products to market.
“The theory of the Long Tail can be boiled down to this: Our culture and economy are increasingly shifting away from a focus on a relatively small number of hits (mainstream products and markets) at the head of the demand curve, and moving towards a huge number of niches in the tail. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare. When you can dramatically lower the costs of connecting supply and demand, it changes not just the numbers, but the entire nature of the market. This is not just a quantitative change, but a qualitative one, too. Bringing niches within reach reveals latent demand for noncommercial content. Then, as demand shifts towards the niches, the economics of providing them improve further, and so on, creating a positive feedback loop that will transform entire industries – and the culture – for decades to come. We are turning from a mass market into a niche nation, defined now not by our geography but by our interests.”
– Chris Anderson
About the Author
CHRIS ANDERSON is editor-in-chief of Wired magazine. He previously worked for seven years for The Economist and six years for Nature and Science magazines. Mr. Anderson has also served as a researcher at Los Alamos and as a research assistant to the chief scientist of the Department of Transportation.
The Web site for this book is at www.thelongtail.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of The Long Tail (Chris Anderson)
1. What is the “Long Tail” concept?
For many product categories, smart technology is transforming mass markets into millions of small niche markets. Although each of these niche markets may be small, when all the various niches are combined, the volume of business is actually greater than the traditional mass market successes. Thus, the great commercial opportunity of the future isn’t catering to the “short head” of the demand curve where multiple copies of the same product are sold. Instead, the real opportunity to move forward lies in serving the “long tail” of the same curve – the millions of various niche markets.
Until now, the driving force of commerce has been companies trying to develop products which will sell in their millions. This is short head thinking – so named because it focuses on the high popularity items at the left-hand side of the demand curve. Focusing on developing and then marketing hit products has always made good economic sense because:
Physical distribution systems only have a finite amount of capacity or “shelf space” available – so the owners of the distribution systems want to maximize the volume of goods they handle. There is an ingrained economic imperative, therefore, to send only the most popular products through the distribution system.Broadcast networks only have a set amount of bandwidth available
