Use of the phrase in business as "the notion of looking at the tail itself as a new market" of consumers was first coined by . The concept drew in part from a February 2003 essay by , "Power Laws, Weblogs and Inequality", which noted that a relative handful of have many links going into them but "the long tail" of millions of weblogs may have only a handful of links going into them. Anderson described the effects of the long tail on current and future business models beginning with a series of speeches in early 2004 and with the publication of a magazine article in October 2004. Anderson later extended it into the book (2006).
The research question of this Business and Management Extended Essay is, “To what extent does Ocean Park’s marketing strategy for its re-development phase meet the preferences of its customers? The aim of this essay is to look at what type of marketing Ocean Park (OP) is conducting and if their marketing strategy is helping them achieve their goals. It is crucial to explore this research question given the following facts in the industry: