Wheelers Books

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

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

The Grateful Dead-rock legends, marketing pioneers The 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 ... read full description below.

Sorry, this title is not currently available from any of our suppliers.

Quick Reference

ISBN 9780470900529
Barcode 9780470900529
Published 14 July 2010 by John Wiley & Sons Australia Lt
Format Hardback
Author(s) By Scott, David Meerman
By Halligan, Brian
Foreword by Walton, Bill
Availability Not currently available

... view full title details below.

Full details for this title

ISBN-13 9780470900529
ISBN-10 0470900520
Stock Out of stock
Status Not currently available
Publisher John Wiley & Sons Australia Lt
Imprint John Wiley & Sons Ltd
Publication Date 14 July 2010
Publication Country United Kingdom United Kingdom
Format Hardback
Author(s) By Scott, David Meerman
By Halligan, Brian
Foreword by Walton, Bill
Category Sales & Marketing
Number of Pages 192
Dimensions Width: 128mm
Height: 189mm
Spine: 19mm
Weight 238g
Interest Age General Audience
Reading Age General Audience
Library of Congress Success in business, Marketing, Grateful Dead (Musical group), Social media - Economic aspects
NBS Text Sales & Marketing
ONIX Text Professional and scholarly
Dewey Code 658.8
Catalogue Code 534091

Description of this Book

In the 1960s the Grateful Dead pioneered many social media and inbound marketing concepts that businesses across all industries use today. They made a series of difficult and often unpopular decisions in order to differentiate themselves from their competition by providing the highest quality service to their fans, not just a product. They pioneered a freemium business model, allowing concert attendees to film and distribute footage, which helped build a powerful word-of-mouth fan network powered by free music. Instead of obsessing over recording, the Dead became the most popular touring band of their era, selling hundreds of millions of dollars worth of tickets, creating a highly profitable corporation in the process. Without any hit records, the Grateful Dead achieved elite success, becoming one of the most iconic rock bands of its era and inventing a brand that democratically included their consumers (and literally co-created a lifestyle for Deadheads). Fast forward to today. Successful marketers continuously develop strategies based on those successfully used by the Dead, shifting focus away from products to customers in order to create demand. Written by Deadhead marketing gurus David Meerman Scott and Brian Halligan, Marketing Lessons from the Grateful Dead will show you how to think and market like the band, which is to think and market differently. Each chapter presents and analyzes a marketing concept practiced by the Dead and a real-world example of that concept in action today. Specific topics include: Get found by customers by being remarkable and making it easier for them to spread your message Watch your competition but don't follow them Freemium content as a customer magnet Create a community and let it tell your story Disintermediation of the middle man Teamwork Embrace Technology

^ top

Awards, Reviews & Star Ratings

NZ Review ‘Like all the best teachers, this book inspires you to do your own thinking…I found it enlightening and liberating. (Financial Times, August 2010). ‘…a short but inspiring book which will give every business person pause for thought and some good ideas.' (TheBookBag.co.uk, August 2010). ‘…fits four decades' worth of guitar solos and weed smoking into the context of recent American marketing.' (The Guardian.co.uk, September 2010). ‘…there's certainly much to be taken away from this book'. (Business Life, October 2010). ‘…a well-written and sprightly little book… they may just be on to something.' (Management Today, Octobe 2010). ‘…offers advice to marketing executives across a broader range of industries.' (Director, October 2010).
UK Review Bertrams Star Rating: 3 stars (out of 5)

^ top

Author's Bio

Brian Halligan has seen the Grateful Dead perform more than 100 times. He is CEO & confounder of HubSpot, a marketing software company that helps businesses transform the way theymarket thier products by getting found on the Internet. Brian is also coauthor of Inbound Marketing: Get Found Using Google, Social Media, and Blogs and is an Entrepreneur-In-Residence at MIT. In his spare time, he sits on a few boards of directors, follows his beloved Red Sox, goes to the gym, and is learning to play guitar. Learn more at www.hubspot.com. Follow Brian at twitter.com/bhalligan. Since his first Grateful Dead show when he was a teenager in 1979, David Meerman Scott has seen the band perform over 40 times. David is a marketing strategist and a professional speaker. He is the author of the Business Week bestselling book The New Rules of Marketing & PR and several other books. He speaks at conferences and corporate events around the world. He loves to surf (but isn't very good at it), collects artifacts from the Apollo moon program, and maintains a database, with 308 entries at this writing, of every band he has seen in concert. He is a graduate of Kenyon College where he listened to a heck of a lot of Grateful Dead in his dorm room. Learn more at www.webinknow.com. Follow David at twitter.com/dmscott.

^ top