| The Longer Long Tail: How Endless Choice is Creating Unlimited Demand |  | Author: Chris Anderson
Publisher: Random House Business Books
Category: Book
List Price: £8.99
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Seller: stevedeery
Rating:  24 reviews
Sales Rank: 3,794
Media: Paperback
Pages: 288
Shipping Weight (lbs): 0.4
Dimensions (in): 7.7 x 5 x 0.8
ISBN: 1847940366
EAN: 9781847940360
ASIN: 1847940366
Publication Date: July 2, 2009
Availability: Usually dispatched within 1-2 business days
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Showing reviews 1-5 of 24
 Great Book July 5, 2007
Caroline (London UK)
7 out of 8 found this review helpful
I started reading The Long Tail straight after reading "Why The World Is Full of Useless Things" by Steve McKevitt which was published last year. These are two great books to read together offering a much broader analysis than they do on their own.
I think we've got it in ourselves to move into a more ethical way of being - and the potentially limitless choice of the internet might paradoxically bring that about, as per Long Tail, we stop being passive consumers of mass produced crap, we develop ever more niched niches for our little individual selves to consume and create from, power really does pass back to consumers (sort of) etc. I urge you to read both.
a bold and refreshing view on business February 18, 2008
Peter Martin Hartwig (Copenhagen, denmark)
Chris Anderson explains what could be seen as one of the most important new concepts in marketing these days. The book is very well written, and the message is carried all the way through. The last 80 pages or so feels like a slight repetition of the first part, but not enough that it should take away from the value of the book.
Anyone involved in web applications, or marketing and sales in general should read this.
A winning concept August 7, 2008
Oscar Del Santo (London, England)
Chris Andreson has written a down-to-earth, incisive and savvy page-turner to tell the story of how the almost unlimited choice brought about new internet-driven technologies has changed the rules of the game for business and the online/offline consumer markets.
Miss it at your peril.
Simple concept yet important consequences January 31, 2009
Norberto Amaral (Aveiro, Portugal)
This is an extremely simple yet important book about the effect of digital goods and their availability via the internet on the economics of product variety.
The basic premise, the author argues quite convincingly and correctly, is that digital goods (e.g.: music files) combined with virtually free storage allows businesses, and retailers in particular, to have a much larger variety of products to sell than regular businesses that depend on physical goods that need to be brought in, stored in a warehouse, and shipped out to customers. The internet does the rest: it guarantees a huge number of consumers whose combined needs make it easier to sell all kinds of products. This is why it's called the Long Tail: what used to be a large number of unsold products is now getting both larger (more products) and more profitable (higher sales of these 'niche' products).
Traditional businesses focus on getting as much value as possible from a small number of products, therefore restricting consumer choice. They focus on what's called the 'top' products. In fact, though they may be getting more sales from a small number of products, they are losing a lot of money because they're not carrying a large enough variety of products. The author also takes on Barry Schwartz's 'The Paradox of Choice' by arguing that more choice doesn't have to be detrimental to quality of life (as Schwartz argues) because Internet-based businesses allow consumers to easily filter and compare products in order to make a choice. I think here the jury's still out and only time will tell in the long run if a huge variety of available products is a good or a bad thing for modern life.
The concept of the Long Tail has revolutionised modern retail. If you go back to 10 or 15 years ago and compared retailers you'd find huge differences.
I quite enjoyed reading this book. Don't pay too much attention to what other reviewers might say about how simplistic this book is: it may be simple, but not simplistic, and regardless of how simple is the concept, it is important to understand the mechanics and consequences of the Long Tail.
Insightful, researched and thorough February 4, 2009
Hypernik (London, UK)
I found this book an interesting read that's made me approach the day-to-day considerations of business and opportunity from a new angle. Though I'm really tiring of the social economics genre as a whole, particulary common-sense sensationalist Malcolm Gladwell, this still has loads of relevant detail and is as applicable to society and business alike.
Showing reviews 1-5 of 24
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