For Marketing Leadership Professionals

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	March 8, 2007 The End Of Mass Marketing The Long Tail Turns Into The Thick Tail by Jaap Favier with Cliff Condon, Lizet Menke	Average: 9  (5 ratings)

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Executive Summary

The Web provided niche brands with a distribution channel, as described by the concept of "the Long Tail." Social Computing gives these niche brands a powerful marketing channel, enabling them to develop deep relationships with communities and increase market share and margins at the expense of big brands and mass media. Incumbents need to change their positioning drastically for damage control.

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