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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!
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!
David Meerman Scott ([...]; 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 [...] 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.[...], 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.
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.
| Erscheinungsjahr: | 2010 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 192 |
| Inhalt: | 192 S. |
| ISBN-13: | 9780470900529 |
| ISBN-10: | 0470900520 |
| Sprache: | Englisch |
| Herstellernummer: | 14590052000 |
| Einband: | Gebunden |
| Autor: |
Scott, David Meerman
Halligan, Brian |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 209 x 132 x 14 mm |
| Von/Mit: | David Meerman Scott (u. a.) |
| Erscheinungsdatum: | 02.08.2010 |
| Gewicht: | 0,308 kg |
David Meerman Scott ([...]; 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 [...] 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.[...], 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.
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.
| Erscheinungsjahr: | 2010 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 192 |
| Inhalt: | 192 S. |
| ISBN-13: | 9780470900529 |
| ISBN-10: | 0470900520 |
| Sprache: | Englisch |
| Herstellernummer: | 14590052000 |
| Einband: | Gebunden |
| Autor: |
Scott, David Meerman
Halligan, Brian |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 209 x 132 x 14 mm |
| Von/Mit: | David Meerman Scott (u. a.) |
| Erscheinungsdatum: | 02.08.2010 |
| Gewicht: | 0,308 kg |
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