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

ISBN: 978-0-470-90052-9
Hardcover
192 pages
August 2010
List Price: US $21.95
Government Price: US $12.75
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Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History (0470900520) cover image

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

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