Marketing Lessons from the Grateful Dead : What Every Business Can Learn from the Most Iconic Band in History.
Title:
Marketing Lessons from the Grateful Dead : What Every Business Can Learn from the Most Iconic Band in History.
Author:
Scott, David Meerman.
ISBN:
9780470940938
Personal Author:
Edition:
1st ed.
Physical Description:
1 online resource (195 pages)
Contents:
MARKETING LESSONS FROM THE GRATEFUL DEAD: WHAT EVERY BUSINESS CAN LEARN FROM THE MOST ICONIC BAND IN HISTORY -- Contents -- Foreword -- Introduction -- Part One: The BAND -- Chapter 1: Create a Unique Business Model -- RUE LA LA CREATES ONLINE BUYING DESTINATION FOR LUXURY GOODS -- Chapter 2: Choose Memorable Brand (and Band) Names -- HUBSPOT AND DAVID MEERMAN SCOTT -- Chapter 3: Build a Diverse Team -- DIGITAL DIVA JULIA ROY BRINGS SOCIAL SKILLS TO COACH -- Chapter 4: Be Yourself -- SALESFORCE.COM OWNS UP TO MISTAKES AND BUILDS TRUST IN THE PROCESS -- Chapter 5: Experiment, Experiment, Experiment -- DROPBOX "LEARNS EARLY, LEARNS OFTEN" -- Chapter 6: Embrace Technology -- EMBRACE TECHNOLOGY AT THE U. S. DEPARTMENT OF DEFENSE -- Chapter 7: Establish a New Category -- Y COMBINATOR CREATES A NEW INVESTOR CATEGORY -- Part Two: The Fans -- Chapter 8: Encourage Eccentricity -- NEW BELGIUM BREWING COMPANY: FAT AND HAPPY -- Chapter 9: Bring People on an Odyssey -- THE ODYSSEY OF BURTON SNOWBOARDS -- Chapter 10: Put Fans in the Front Row -- OBAMA FOR AMERICA AND PUTTING FANS FIRST -- Chapter 11: Build a Following -- HUBSPOT EXTENDS ITS REACH WITH WEBSITE GRADER -- Part Three: The BUSINESS -- Chapter 12: Cut Out the Middleman -- GOOGLE ELIMINATES THE NEED FOR MEDIA BROKERS -- Chapter 13: Free Your Content -- MYSQL OFFERS ITS SOURCE CODE TO DEVELOPERS FOR FREE -- Chapter 14: Be Spreadable -- WHY MASHABLE'S CONTENT IS SHARED ACROSS THE INTERNET -- Be Spreadable -- Chapter 15: Upgrade to Premium -- FREE E-BOOK READERS AND CONTENT (OR BUY THE BEST) -- Chapter 16: Loosen Up Your Brand -- GOOGLE LIGHTENS UP ITS IMAGE WITH DOODLES -- Chapter 17: Partner with Entrepreneurs -- AMAZON.COM: THE WORLD'S MOST POPULAR AFFILIATE PROGRAM -- Chapter 18: Give Back -- RONALD MCDONALD HOUSE CHARITIES -- Chapter 19: Do What You Love -- BILL GATES TAKES CONTROL OF HIS LIFE.
Acknowledgments -- "Furthur" Reading -- About the Photographs -- About the Illustrations -- About the Authors.
Abstract:
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 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. Written by marketing gurus and lifelong Deadheads David Meerman Scott and Brian Halligan, Marketing Lessons from the Grateful Dead 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!.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Electronic Access:
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