{"product_id":"marketing-lessons-from-the-grateful-dead-isbn-9780470900529","title":"Marketing Lessons from the Grateful Dead","description":"\u003cb\u003eThe Grateful Dead-rock legends, marketing pioneers\u003c\/b\u003e  \u003cp\u003eThe Grateful Dead broke almost every rule in the music industry book. They encouraged their fans to record shows and trade tapes; they built a mailing list and sold concert tickets directly to fans; and they built their business model on live concerts, not album sales. By cultivating a dedicated, active community, collaborating with their audience to co-create the Deadhead lifestyle, and giving away \"freemium\" content, the Dead pioneered many social media and inbound marketing concepts successfully used by businesses across all industries today.\u003c\/p\u003e \u003cp\u003eWritten by marketing gurus and lifelong Deadheads David Meerman Scott and Brian Halligan, \u003ci\u003eMarketing Lessons from the Grateful Dead\u003c\/i\u003e gives you key innovations from the Dead's approach you can apply to your business. Find out how to make your fans equal partners in your journey, \"lose control\" to win, create passionate loyalty, and experience the kind of marketing gains that will not fade away!\u003c\/p\u003e \u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003eIntroduction xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One The Band 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Create a Unique Business Model 3\u003c\/p\u003e \u003cp\u003eChapter 2 Choose Memorable Brand (and Band) Names 13\u003c\/p\u003e \u003cp\u003eChapter 3 Build a Diverse Team 21\u003c\/p\u003e \u003cp\u003eChapter 4 Be Yourself 29\u003c\/p\u003e \u003cp\u003eChapter 5 Experiment, Experiment, Experiment 37\u003c\/p\u003e \u003cp\u003eChapter 6 Embrace Technology 45\u003c\/p\u003e \u003cp\u003eChapter 7 Establish a New Category 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two The Fans 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Encourage Eccentricity 61\u003c\/p\u003e \u003cp\u003eChapter 9 Bring People on an Odyssey 69\u003c\/p\u003e \u003cp\u003eChapter 10 Put Fans in the Front Row 79\u003c\/p\u003e \u003cp\u003eChapter 11 Build a Following 87\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three The Business 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 Cut Out the Middleman 97\u003c\/p\u003e \u003cp\u003eChapter 13 Free Your Content 105\u003c\/p\u003e \u003cp\u003eChapter 14 Be Spreadable 113\u003c\/p\u003e \u003cp\u003eChapter 15 Upgrade to Premium 119\u003c\/p\u003e \u003cp\u003eChapter 16 Loosen Up Your Brand 127\u003c\/p\u003e \u003cp\u003eChapter 17 Partner with Entrepreneurs 135\u003c\/p\u003e \u003cp\u003eChapter 18 Give Back 143\u003c\/p\u003e \u003cp\u003eChapter 19 Do What You Love 151\u003c\/p\u003e \u003cp\u003eAcknowledgments 157\u003c\/p\u003e \u003cp\u003e\"Furthur\" Reading 159\u003c\/p\u003e \u003cp\u003eAbout the Photographs 161\u003c\/p\u003e \u003cp\u003eAbout the Illustrations 161\u003c\/p\u003e \u003cp\u003eAbout the Authors 163\u003c\/p\u003e \u003cp\u003e\"The origins of the book are not in the field of cultural economics. However, it raises some very interesting issues about the area and also of the general relationships between the disciplines of marketing and economics, even perhaps about the nature of American culture.\" (\u003ci\u003eJournal of cultural economics\u003c\/i\u003e 2015)\u003c\/p\u003e \u003cp\u003e\"Sex, drugs, rock 'n roll and ground-breaking marketing communications, what more could you ask?\" (\u003ci\u003eMarketing ie, April 2011)\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"... there's certainly much to be taken away from this book.\" (\u003ci\u003eBusiness Life,\u003c\/i\u003e October 2010)\u003c\/p\u003e \u003cp\u003e\"... a well-written and sprightly little book...they may just be on to something.\" (\u003ci\u003eManagement Today,\u003c\/i\u003e October 2010)\u003c\/p\u003e \u003cp\u003e\"... offers advice to marketing executives across a broader range of industries.\" (\u003ci\u003eDirector,\u003c\/i\u003e October 2010)\u003c\/p\u003e \u003cp\u003e\"... fits four decades' worth of guitar solos and weed smoking into the context of recent American marketing.\" (\u003ci\u003eThe Guardian.co.uk,\u003c\/i\u003e September 2010)\u003c\/p\u003e \u003cp\u003e\"Like all the best teachers, this book inspires you to do your own thinking.... I found it enlightening and liberating.\" (\u003ci\u003eFinancial Times,\u003c\/i\u003e August 2010)\u003c\/p\u003e \u003cp\u003e\"... a short but inspiring book which will give every business person pause for thought and some good ideas.\" (\u003ci\u003eTheBookBag.co.uk,\u003c\/i\u003e August 2010)\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDavid Meerman Scott (WebInkNow.com; Lexington, MA)\u003c\/b\u003e is a marketing strategist, keynote speaker, seminar leader, and bestselling Wiley author. In his consulting work, David specializes in using online content to market and sell products and services to customers worldwide. He has presented at industry conferences and events in over 20 countries on 4 continents. As an award-winning marketer and writer, Scott has developed online marketing programs responsible for selling well over one billion dollars of products and services. Scott is an instructor for the Pragmatic Marketing's \u003ci\u003eEffective Marketing Programs\u003c\/i\u003e seminar that shows participants how to develop a convincing plan for anything from a single campaign to a strategic go-to-market initiative.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eBrian Halligan (hubspot.com\/bhalligan; Cambridge, MA)\u003c\/b\u003e is co-founder and CEO of HubSpot, Inc., an Internet marketing company dedicated to helping small businesses leverage the Internet to \"get found\" by qualified prospects and convert more of them into leads and customers. His blog, \u003cb\u003eblog.hubspot.com\u003c\/b\u003e, ranks as one of the world's top 100 marketing blogs, according to \u003ci\u003eAdAge Magazine\u003c\/i\u003e. Brian is a frequent lecturer at MIT and Harvard Business School on the science of selling and marketing. He also frequently speaks at conferences, such as the New Marketing Summit, Search Engine Strategies, and the Inbound Marketing Summit.\u003c\/p\u003e \u003cp\u003eMarketing\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTHE GRATEFUL DEAD—ROCK LEGENDS, MARKETING PIONEERS\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"Demand everything. Expect nothing.\"\u003cbr\u003e—\u003cb\u003eBill Kreutzmann, cofounder and drummer, the Grateful Dead\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"I miss Jerry. And I wonder ... is your brand iconic? Why not? Hint: it has nothing whatsoever to do with hemp brownies. Becoming iconic is a choice.\"\u003cbr\u003e—\u003cb\u003eSeth Godin, author of \u003ci\u003eLinchpin,\u003c\/i\u003e blogger, Deadhead\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eMarketing Lessons from the Grateful Dead\u003c\/i\u003e is like a powerful, hard-charging anthem that fills in so many blanks while closing the circle of life. Like the Grateful Dead, Brian and David are transformational visionaries with a keen eye for the second set.\"\u003cbr\u003e—\u003cb\u003eBill Walton, basketball legend and Deadhead\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Grateful Dead broke almost every rule in the music industry book. They encouraged their fans to record shows and trade tapes; they built a mailing list and sold concert tickets directly to fans; and they built their business model on live concerts, not album sales. By cultivating a dedicated, active community, collaborating with their audience to co-create the Deadhead lifestyle, and giving away \"freemium\" content, the Dead pioneered many social media and inbound marketing concepts successfully used by businesses across all industries today.\u003c\/p\u003e \u003cp\u003eWritten by marketing gurus and lifelong Deadheads DAVID MEERMAN SCOTT and BRIAN HALLIGAN, \u003ci\u003eMarketing Lessons from the Grateful Dead\u003c\/i\u003e gives you key innovations from the Dead's approach you can apply to your business. Find out how to make your fans equal partners in your journey, \"lose control\" to win, create passionate loyalty, and experience the kind of marketing gains that will not fade away!\u003c\/p\u003e \u003cp\u003e\"For years, business theorists and corporate strategists have pointed to the Dead's example for insights into perennial issues and emerging challenges. Scott and Halligan focus on one key factor in the band's extraordinary artistic and business success—their iconic and enduring identity, not just as a band but as a brand. The authors' real appreciation for the Dead phenomenon, and their compelling and creative analyses of the Dead's marketing acumen, make this thought-provoking survey mandatory reading.\"\u003cbr\u003e—\u003cb\u003eNicholas Meriwether\u003c\/b\u003e, Grateful Dead Archivist, UC Santa Cruz, and author, \u003ci\u003eAll Graceful Instruments: The Contexts of the Grateful Dead Phenomenon\u003c\/i\u003e and \u003ci\u003eDead Letters: Essays on the Grateful Dead\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"Demand everything. Expect nothing.\"\u003cbr\u003e—\u003cb\u003eBill Kreutzmann\u003c\/b\u003e, co-founder and drummer, The Grateful Dead\u003c\/p\u003e \u003cp\u003e\"David and Brian share my deep passion for music and its inspiration in our everyday lives. In \u003ci\u003eMarketing Lessons from the Grateful Dead\u003c\/i\u003e, they combine their marketing expertise with a zeal for one of the most successful and iconic bands of all time. They mold two subjects that are seemingly poles apart into one breakthrough book that is as entertaining as it is enlightening.\"\u003cbr\u003e—\u003cb\u003eDel Breckenfeld\u003c\/b\u003e, Director, Entertainment Marketing, Fender Musical Instruments Corp. \u0026amp; author of \u003ci\u003eThe Cool Factor: Building Your Brand's Image Through Partnership Marketing\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eMarketing Lessons from the Grateful Dead\u003c\/i\u003e explores the phenomenon created by the Grateful Dead showcasing the extraordinary power of music and the innovations the Dead developed to connect and bond with their audience.\"\u003cbr\u003e—\u003cb\u003eMichael Lang\u003c\/b\u003e, co-creator \u0026amp; Producer of the 1969 Woodstock Music \u0026amp; Art Festival and author \u003ci\u003eThe Road to Woodstock\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"Halligan and Scott have written one of the most inspired, practical, and unconventional books on the business bookshelf. Want to develop a cult-like following, establish a new category, and do what you love? Scott and Halligan—calling upon their innate marketing savvy and inspired by their passion for the Grateful Dead—show you how.\"\u003cbr\u003e—\u003cb\u003eMarc Benioff\u003c\/b\u003e; Chairman \u0026amp; CEO, salesforce.com\u003c\/p\u003e \u003cp\u003e\"Jerry Garcia and his band were brilliant marketers. They understood that you grow your fan base one fan at a time and they constantly came up with things to energize their base while continuing to build it. As committed fans and talented marketing pros, Brian and David have created a book that is both entertaining and informative.\"\u003cbr\u003e—\u003cb\u003eJim Irsay\u003c\/b\u003e, Owner and CEO, Indianapolis Colts and owner of Jerry Garcia's guitar, Tiger\u003c\/p\u003e \u003cp\u003e\"Being a 20-year member of the Grateful Dead's extended family, it's safe to say that we never felt like we were being marketed to in any way. The Dead treated us right by reaching out to us and keeping us in the know. Brian Halligan and David Meerman Scott's book \u003ci\u003eMarketing Lessons from the Grateful Dead\u003c\/i\u003e is an eye opener with keen observations. Who would have thought so many years ago that there was any plan in place at all?\"\u003cbr\u003e—\u003cb\u003eKen Hays\u003c\/b\u003e, Big Boss Man, Gathering of the Vibes\u003c\/p\u003e \u003cp\u003e\"... a well-written and sprightly little book. If you learn these lessons, you will have a better company and you will have a better life....\"\u003cbr\u003e—\u003cb\u003eGeoff Travis\u003c\/b\u003e, \u003ci\u003eManagement Today\u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989575745765,"sku":"NP9780470900529","price":25.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470900529.jpg?v=1761784662","url":"https:\/\/k12savings.com\/products\/marketing-lessons-from-the-grateful-dead-isbn-9780470900529","provider":"K12savings","version":"1.0","type":"link"}