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

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David Meerman Scott Brian Halligan

Marketing Lessons from the Grateful Dead

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

David Meerman Scott, Brian Halligan

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English

John Wiley & Sons Inc
01 December 2025

Sales & marketing

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!

By: David Meerman Scott, Brian Halligan
Imprint: John Wiley & Sons Inc
Country of Publication: United States
Dimensions: Height: 213mm, Width: 137mm, Spine: 15mm
Weight: 295g
ISBN: 9781394378012
ISBN 10: 1394378017
Pages: 208
Publication Date: 01 December 2025
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active

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

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.

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

""The origins of the book are not in the field of cultural economics. However, it raises some very interesting issues about the area and also of the general relationships between the disciplines of marketing and economics, even perhaps about the nature of American culture."" (Journal of cultural economics 2015) ""Sex, drugs, rock 'n roll and ground-breaking marketing communications, what more could you ask?"" (Marketing ie, April 2011) ""... 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, October 2010) ""... offers advice to marketing executives across a broader range of industries."" (Director, October 2010) ""... fits four decades' worth of guitar solos and weed smoking into the context of recent American marketing."" (The Guardian.co.uk, September 2010) ""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)