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Sales promotion --- Premiums (Retail trade) --- Ventes --- Primes (Commerce de détail) --- Promotion --- Great Britain. --- Great Britain

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En 2004, le rédacteur en chef du magazine Wired, Chris Anderson, lance l’hypothèse que l’internet permet de rassembler virtuellement des publics dispersés pour des produits culturels qui ne sont jamais amortis, du fait de l’étroitesse de leurs marchés. L’agrégation des ventes de ces produits deviendrait alors rentable. Cette hypothèse, baptisée la longue traîne, a séduit et ouvert des perspectives nouvelles aux marchés des biens culturels, nourrissant l’idée que les sites de ventes en ligne constitueraient une chance pour la diversité culturelle. Le présent article fait le point, à partir des résultats de publications académiques et de deux études inédites, sur les premières vérifications de l’hypothèse de la longue traîne. Les auteurs soulignent que, malgré son caractère séduisant, les données ne confortent qu’à la marge l’hypothèse formulée par Chris Anderson. In 2004, the editor-in-chief of Wired magazine, Chris Anderson, first made the assumption that the internet was bringing together scattered markets for cultural products which had never hitherto been lucrative, due to their narrow market appeal. With sales of these products thus aggregated, he argued, they were now becoming profitable. Referred to as the Long Tail, this assumption proved persuasive and opened up new prospects for cultural-goods markets, promoting the idea that online sales could potentially increase cultural diversity. This article examines the initial research on the Long Tail assumption, drawing on the results of published academic works and two as-yet unpublished studies. The authors emphasize that, despite the appeal of this argument, the data only partially back up Chris Anderson’s assumption.

Economics (General) --- économie de la culture et de la communication --- longue traîne --- internet --- rentabilité --- théorie --- ventes en ligne --- economics of culture and Communication --- Long Tail

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Marketing research --- Marketing --- Merchandising --- Retail trade --- Sales management --- Marchandisage --- Commerce de détail --- Ventes --- Marketing research. --- Management --- Research --- Recherche --- Gestion --- Research. --- Market research --- Markets --- Management, Sales --- Retail industry --- Retailing --- Consumer goods --- Domestic marketing --- Retail marketing --- Research, Industrial --- Industrial management --- Selling --- Commerce --- Shopping centers --- Wholesale trade --- Merchandise licensing --- Aftermarkets --- Commerce de détail

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Why are elite jewelers reluctant to sell turquoise, despite strong demand? Why did leading investment bankers shun junk bonds for years, despite potential profits? Status Signals is the first major sociological examination of how concerns about status affect market competition. Starting from the basic premise that status pervades the ties producers form in the marketplace, Joel Podolny shows how anxieties about status influence whom a producer does (or does not) accept as a partner, the price a producer can charge, the ease with which a producer enters a market, how the producer's inventions are received, and, ultimately, the market segments the producer can (and should) enter. To achieve desired status, firms must offer more than strong past performance and product quality--they must also send out and manage social and cultural signals. Through detailed analyses of market competition across a broad array of industries--including investment banking, wine, semiconductors, shipping, and venture capital--Podolny demonstrates the pervasive impact of status. Along the way, he shows how corporate strategists, tempted by the profits of a market that would negatively affect their status, consider not only whether to enter the market but also whether they can alter the public's perception of the market. Podolny also examines the different ways in which a firm can have status. Wal-Mart, for example, has low status among the rich as a place to shop, but high status among the rich as a place to invest. Status Signals provides a systematic understanding of market dynamics that have--until now--not been fully appreciated.

Market segmentation --- Social status --- Target marketing --- 313 --- 330.00 --- 380.53 --- 658.7 --- AA / International- internationaal --- Verkopen. Marktonderzoek. Verkoopsbeleid. --- Ventes. Analyse des marchés. Politique de vente. --- Sales. Market research. Sales policy. --- 658.7 Verkopen. Marktonderzoek. Verkoopsbeleid. --- 658.7 Ventes. Analyse des marchés. Politique de vente. --- 658.7 Sales. Market research. Sales policy. --- Market targeting --- Target markets --- Marketing --- Social standing --- Socio-economic status --- Socioeconomic status --- Standing, Social --- Status, Social --- Power (Social sciences) --- Prestige --- Niche marketing --- Segmented market --- Social aspects --- Levenswijze en levensstandaard. Levensminimum. sociale indicatoren (Studiën) --- Economische en sociale theorieën: algemeenheden --- Analyse van de markten en verkooppolitiek. Handelsvooruitzichten. Marketing --- Verkopen. Marktonderzoek. Verkoopsbeleid --- Social stratification --- Market research --- Economics --- Markets --- Social networks. --- Social status. --- Social values. --- Social aspects. --- Values --- Networking, Social --- Networks, Social --- Social networking --- Social support systems --- Support systems, Social --- Interpersonal relations --- Cliques (Sociology) --- Microblogs --- Society and markets --- Economic sociology --- Socio-economics --- Socioeconomics --- Sociology of economics --- Sociology --- Sociological aspects. --- Social networks --- Social values --- Economie politique --- Cibles (Marketing) --- Réseaux sociaux --- Valeurs sociales --- Aspect social

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Les catalogues de vente publique présentant l'assortiment d'un libraire, l'ensemble d'un fonds d'imprimeur ou de libraire ou encore le contenu d'une bibliothèque privée, sont une source essentielle de l'histoire du livre. Ils permettent d'étudier les courants de circulation et les pratiques commerciales. Ils sont aussi riches d'enseignements pour l'histoire de la lecture et du goût. Les deux journées d'étude dont est issu ce volume, organisées l'une par l'École nationale des chartes, l'autre par l'École nationale supérieure des sciences de l'information et des bibliothèques (ENSSIB), s'articulent autour de trois axes : dresser une typologie des catalogues ; illustrer la richesse de ces documents et leurs limites à travers diverses approches critiques ; esquisser le bilan et les perspectives de leur recensement en France et en Europe.

Book history --- anno 1600-1699 --- anno 1700-1799 --- anno 1800-1999 --- Booksellers and bookselling --- Booksellers' catalogs --- Libraires et librairie --- Catalogues de librairies --- History --- Congresses --- Histoire --- Congrès --- Catalogs, Booksellers' --- sales catalogs --- bookselling --- Congrès --- France --- Catalogs [Booksellers' ] --- Congresses. --- Commercial catalogs --- Book dealers --- Book sales --- Dealers, Book --- Book industries and trade --- Publishers and publishing --- Booksellers and bookselling - France - History - Congresses. --- Catalogs, Booksellers' - France - History - Congresses. --- Acqui 2006 --- XVIIIe siècle --- XVIIe siècle --- XXe siècle --- XIXe siècle --- catalogue --- vente --- livre --- Livres --- Livres rares --- Librairies du livre ancien --- Catalogues de ventes publiques --- Catalogues