Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History

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The Grateful Dead-rock legends, marketing pioneers

The Grateful Dead broke almost every rule in the music industrybook. They encouraged their fans to record shows and trade tapes;they built a mailing list and sold concert tickets directly tofans; and they built their business model on live concerts, notalbum sales. By cultivating a dedicated, active community,collaborating with their audience to co-create the Deadheadlifestyle, and giving away "freemium" content, the Dead pioneeredmany social media and inbound marketing concepts successfully usedby businesses across all industries today.

Written by marketing gurus and lifelong Deadheads David MeermanScott and Brian Halligan, Marketing Lessons from the GratefulDead gives you key innovations from the Dead's approach you canapply to your business. Find out how to make your fans equalpartners in your journey, "lose control" to win, create passionateloyalty, and experience the kind of marketing gains that will notfade away!

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About the author

Brian Halligan has seen the Grateful Dead perform more than100 times. He is CEO & confounder of HubSpot, a marketingsoftware company that helps businesses transform the way theymarketthier products by "getting found" on the Internet. Brian is alsocoauthor of Inbound Marketing: Get Found Using Google, SocialMedia, and Blogs and is an Entrepreneur-In-Residence at MIT. Inhis spare time, he sits on a few boards of directors, follows hisbeloved Red Sox, goes to the gym, and is learning to playguitar.
Learn more at www.hubspot.com.
Follow Brian at twitter.com/bhalligan.

Since his first Grateful Dead show when he was a teenager in1979, David Meerman Scott has seen the band perform over 40times. David is a marketing strategist and a professional speaker.He is the author of the Business Week bestselling bookThe New Rules of Marketing & PR and several other books.He speaks at conferences and corporate events around the world. Heloves to surf (but isn't very good at it), collects artifacts fromthe Apollo moon program, and maintains a database, with 308 entriesat this writing, of every band he has seen in concert.
He is a graduate of Kenyon College where he listened to a heck of alot of Grateful Dead in his dorm room.
Learn more at www.webinknow.com.
Follow David at twitter.com/dmscott.

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Additional Information

Publisher
John Wiley & Sons
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Published on
Aug 5, 2010
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Pages
192
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ISBN
9780470940846
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Language
English
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Genres
Business & Economics / Advertising & Promotion
Business & Economics / Marketing / General
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Content Protection
This content is DRM protected.
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Available on Android devices
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The international bestseller—now in a new edition

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The essential roadmap for the new realities of selling when buyers are in charge

Sales and service are being radically redefined by the biggest communications revolution in human history. Today buyers are in charge! There is no more 'selling'—there is only buying. When potential customers have near perfect information on the web, it means salespeople must transform from authority to consultant, product narratives must tell a story, and businesses must be agile enough to respond before opportunity is lost.

The New Rules of Sales and Service demystifies the new digital commercial landscape and shows you how to stay ahead of the pack. Companies large and small are revolutionizing the way business gets done, and this book takes you inside the new methods and strategies that are critical to success in the modern market. Real-world examples illustrate the new marketplace in action, and demonstrate the brilliant utility of taking a new look at your customer and your business. This new edition has been updated to reflect the current reality of this rapidly-evolving sphere, with fresh strategies, new tools, and new stories. Whether you're an independent contractor, a multi-national corporation, a start-up, or a nonprofit, this book is your essential guide to navigating the new digital marketplace.

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New York Times bestseller

What makes things popular?

If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.

Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you’ve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
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