The Long Tail: Why the Future of Business is Selling Less of More
著者: Chris Anderson
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| Hardcover: | 256 ページ |
| 出版社: | Hyperion |
| 出版日: | 2006年7月11日 |
| ISBN: | 1401302378 |
| ISBN-13: | 9781401302375 |
| 参考価格: | $24.95 |
| 価格: | $16.47 ($8.48 off) |
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| 価格 | - | ￥1,476 | - |
| 送料 | ￥805 / ￥358 | ||
| 合計 | ￥2,280 / ￥1,833 | ||
| 発送 | Usually ships in 24 hours | ||
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内容説明
"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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: Daniel8848 None - 2010年9月1日A revelation
I'm not a newcomer to technology. I spend hours a day on the web so I canceled my newspaper subscription after 30 years, my girlfriend and I get our music online, shop online, we stream Netflix and other clips from the computer through the HDMI cable to the... You get the picture. But reading this book was like discovering an anatomy book back in Paracelsus's time. Even though I've been predicting some of these phenomena for years -- like the demise of newspapers, traditional movie theaters, the big three networks -- it took Chris Anderson to put it all in perspective for me. Why didn't I read this book when it came out? Could've made a killing in the stock market (before I probably would've lost it in the last downturn).
For example, his account of how libraries inefficiently catalog books vs. Amazon's methods had me smiling and nagging my girlfriend so I could read her sections. It's almost worth the price of the book alone. Yes, some ideas are brought up more than once, but there are so many "ah-hah!" moments in this book, it has become like a page-turning thriller. Makes me want to get the updated version for sure. And I've already started "Free."
Highly recommended for anyone who'd like to see what forest we're currently navigating.
: D. Porter UT USA - 2010年7月3日Ever wonder why ITunes has a gazillion songs....
As the title says, this is a book that discusses how decreasing marginal costs of inventory have made it possible to offer the consumer significantly more choices. It seems counter-intuitive that selling 4 of something a year can be profitable, yet Anderson convinces you that if you can inventory a million similar items it is. Most interesting was his discussion on the death of the "hit", that as our choices as consumers increase there will be fewer buyers of those few most popular items. Smartly written and easily digested, of of the funner popular economics reads I've had recently.
: Steven M. Foote Provo, UT - 2010年4月6日Great book
I first heard about Chris Anderson when I heard about "Free"Free: How Today's Smartest Businesses Profit by Giving Something for Nothing, which I downloaded for free. Unfortunately, that download is no longer free. Anyway, after reading that, I wanted more from Anderson. This is a great book. It opened my eyes to things I was already seeing - he explains why these things are happening, how to take advantage of them, and how to speed them up. These things are the shifts in the economy that are being created by technology. The book is very well written, and an easy read.
: Guillemo Ciudad Real ORLANDO, FLORIDA United States - 2010年3月3日A MUST for Marketing and/or Business people
If you work in Marketing or own your own business, this is something you MUST read. Otherwise you must be wasting a LOT of Money and Time. Chris is a great eye opener The Long Tail : Why the Future of Business Is Selling Less of More
: A-1 None - 2010年2月26日The Long Tail
This book, The Long Tail, is absolutely fascinating! With an ample supply of charts, graphs, facts and statistics, it explains and confirms the transformation of the marketplace that has been taking place around us. Although we all are no doubt already aware of this phenomenon in a general sense (hey, I'm typing this on Amazon, aren't I?), this book brilliantly and concretely articulates the full effect of this across a number of markets/industries/cultures. Also amazing is how readable this book is; the author's style is such that you just have to open the book and gaze on the pages; the words jump off the page, enter your eyes and hit your brain with full effect. There does seem to be a bit of repetition and redundancy here and there throughout the book, but it's probably necessary to achieve the full effect. Most business books are dry; this one is not. Before finishing the book, I found myself already quoting its facts to others (Hey, did you know... / Guess how many...). At other times, I was so stricken by a passage in the book, that I had to put it down and pace the floor thinking about the implications (Hey, is it just me?). The ironic thing is that by giving this review, I have now become part of the phenomenon! Five Stars!
