Marketing Lessons from the Grateful Dead

David Meerman Scott 지음

Wiley 2010년 08월 05일 출간

작품소개

책소개

The Grateful Dead-rock legends, marketing pioneersThe 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 quot;freemiumquot; 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, quot;lose controlquot; to win, create passionate loyalty, and experience the kind of marketing gains that will not fade away!

목차

FOREWORD.INTRODUCTION.PART ONE THE BAND.Chapter 1 Create a Unique Business Model.Chapter 2 Choose Memorable Brand (and Band) Names.Chapter 3 Build a Diverse Team.Chapter 4 Be Yourself.Chapter 5 Experiment, Experiment, Experiment.Chapter 6 Embrace Technology.Chapter 7 Establish a New Category.PART TWO THE FANS.Chapter 8 Encourage Eccentricity.Chapter 9 Bring People on an Odyssey.Chapter 10 Put Fans in the Front Row.Chapter 11 Build a Following.PART THREE THE BUSINESS.Chapter 12 Cut Out the Middleman.Chapter 13 Free Your Content.Chapter 14 Be Spreadable.Chapter 15 Upgrade to Premium.Chapter 16 Loosen Up Your Brand.Chapter 17 Partner with Entrepreneurs.Chapter 18 Give Back.Chapter 19 Do What You Love.Acknowledgments."Furthur" Reading.About the Photographs.About the Illustrations.About the Authors.

출판사 서평

"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)‘Sex, drugs, rock ‘n roll and ground-breaking marketing communications, what more could you ask?&'& (Marketing.ie, April 2011).

작가정보

저자(글) David Meerman Scott

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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 quot;getting foundquot; 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.