David Meerman Scott, Brian Halligan

Marketing Lessons from the Grateful Dead (eBook, ePUB)

What Every Business Can Learn from the Most Iconic Band in History

• Format: ePub

Produktbeschreibung

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!

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Produktdetails

• Verlag: John Wiley & Sons
• Erscheinungstermin: 5. August 2010
• Englisch
• ISBN-13: 9780470940846
• Artikelnr.: 37300816

Autorenporträt

David Meerman Scott (WebInkNow.com; Lexington, MA) 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 Effective Marketing Programs seminar that shows participants how to develop a convincing plan for anything from a single campaign to a strategic go-to-market initiative.

Brian Halligan (hubspot.com/bhalligan; Cambridge, MA) 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, blog.hubspot.com, ranks as one of the world's top 100 marketing blogs, according to AdAge Magazine. 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.

Inhaltsangabe

Foreword xi
Introduction xv
Part One The Band 1
Chapter 1 Create a Unique Business Model 3
Chapter 2 Choose Memorable Brand (and Band) Names 13
Chapter 3 Build a Diverse Team 21
Chapter 4 Be Yourself 29
Chapter 5 Experiment, Experiment, Experiment 37
Chapter 6 Embrace Technology 45
Chapter 7 Establish a New Category 53
Part Two The Fans 59
Chapter 8 Encourage Eccentricity 61
Chapter 9 Bring People on an Odyssey 69
Chapter 10 Put Fans in the Front Row 79
Chapter 11 Build a Following 87
Part Three The Business 95
Chapter 12 Cut Out the Middleman 97
Chapter 13 Free Your Content 105
Chapter 14 Be Spreadable 113
Chapter 15 Upgrade to Premium 119
Chapter 16 Loosen Up Your Brand 127
Chapter 17 Partner with Entrepreneurs 135
Chapter 18 Give Back 143
Chapter 19 Do What You Love 151
Acknowledgments 157
"Furthur" Reading 159
About the Photographs 161
About the Illustrations 161
About the Authors 163

Rezensionen

'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)