Enter your mobile number below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
Getting the download link through email is temporarily not available. Please check back later.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your mobile phone number.

Qty:1
  • List Price: $21.95
  • Save: $3.30 (15%)
FREE Shipping on orders with at least $25 of books.
In Stock.
Ships from and sold by Amazon.com. Gift-wrap available.
Marketing Lessons from th... has been added to your Cart
FREE Shipping on orders over $25.
Condition: Used: Good
Comment: NO MARKS, Minimal signs of wear. Ships direct from Amazon!
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 3 images

Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History Hardcover – August 2, 2010

4.3 out of 5 stars 56 customer reviews

See all 3 formats and editions Hide other formats and editions
Price
New from Used from
Kindle
"Please retry"
Hardcover
"Please retry"
$18.65
$10.35 $2.64

Best Books of the Year So Far
Looking for something great to read? Browse our editors' picks for the Best Books of the Year So Far in fiction, nonfiction, mysteries, children's books, and much more.
$18.65 FREE Shipping on orders with at least $25 of books. In Stock. Ships from and sold by Amazon.com. Gift-wrap available.
click to open popover

Frequently Bought Together

  • Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History
  • +
  • Everything I Know About Business I Learned from the Grateful Dead: The Ten Most Innovative Lessons from a Long, Strange Trip
Total price: $32.91
Buy the selected items together


Editorial Reviews

Amazon.com Review

Product Description
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!

Amazon Exclusive: Q&A with Authors David Meerman Scott and Brian Halligan

What inspired you to write this book?
Brian: We have been thinking about how the Grateful Dead are a great marketing and strategy case study for years. We included content on the Grateful Dead in both of our previous books and often talk about them on stage in our blogs. Recently, we did a webinar that was focused on what marketers could learn from the Grateful Dead that was very well received, so we decided to turn up the volume and write a book. Since we are both longtime deadheads and marketing thinkers, this book was a labor of love for the two of us!\

David: The Grateful Dead is one huge case study in contrarian marketing! We’ve been eager to write about what the band has been doing to market themselves for more than forty years and apply that to businesses today. These lessons are an important tool for helping to understand the new marketing environment in language and examples that are familiar to all.

What are some of the marketing lessons that businesses can learn from The Grateful Dead?
Brian: The fundamental assumption in almost every band’s business model was that they were going to make their money on album sales. The Grateful Dead rejected that assumption. Their fundamental business model was based on making money from the concerts. Because of that change, there was a cascade of decisions that fell from that. For instance, each concert was completely unique night-after-night, so there was a strong incentive to see them for several nights in a row – this ultimately led to fans following them around the country. In addition, they allowed their fans to make tapes of the concerts and freely spread them to their fans – the more concerts they played, the more tapes there were, the more people were exposed to the music, the more people paid for concert tickets. David: The Grateful Dead let their audience define the Grateful Dead experience. Concerts were a happening, a destination where all 20,000 or more audience members were actually part of the experience. Making fans an equal partner in a mutual journey, the Grateful Dead teaches us that our community defines who we are. In an era of instant communications on Twitter, blogs and the like, we learn that companies cannot force a mindset on their customers.

What kind of research went in to writing this book?
Brian: I have been to over 100 Grateful Dead shows, so have been thinking about this for a long time. More recently, I have read pretty much everything I could get my hands on that had been written by band members or colleagues of band members. We also spent some time with Billy Kruetzmann, the Grateful Dead’s long time drummer who helped me with some of the information.

David: We did hundreds of hours of research for the book. While some things are well documented (such as the taper policy) many of the band's marketing practices were not talked about in the published materials

What has the reaction to the book been among your marketing fans, and also Grateful Dead fans?
David: We announced the book in Grateful Dead fashion—with a big announcement on our blogs, Twitter, and Facebook. We told our fans first. Soon, many Grateful Dead fans who did not know us found the book through Google alerts and from discussions that started immediately on Grateful Dead forums. We jumped into the discussions as people had questions about the book.

What was the most fun or most interesting aspect of writing this book?
David: We’ve really enjoyed digging into the band that we love. And the research has allowed us to meet really interesting people associated with the band. Because we want to support more research, we’re donating 25% of royalties to the Grateful Dead Archive at the University of California at Santa Cruz.

Review

"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).

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.

"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)



If you buy a new print edition of this book (or purchased one in the past), you can buy the Kindle edition for only $2.99 (Save 75%). Print edition purchase must be sold by Amazon. Learn more.
For thousands of qualifying books, your past, present, and future print-edition purchases now lets you buy the Kindle edition for $2.99 or less. (Textbooks available for $9.99 or less.)
  • Thousands of books are eligible, including current and former best sellers.
  • Look for the Kindle MatchBook icon on print and Kindle book detail pages of qualifying books. You can also see more Kindle MatchBook titles here or look up all of your Kindle MatchBook titles here.
  • Read the Kindle edition on any Kindle device or with a free Kindle Reading App.
  • Print edition must be purchased new and sold by Amazon.com.
  • Gifting of the Kindle edition at the Kindle MatchBook price is not available.
Learn more about Kindle MatchBook.


New York Times best sellers
Browse the New York Times best sellers in popular categories like Fiction, Nonfiction, Picture Books and more. See more

Product Details

  • Hardcover: 192 pages
  • Publisher: Wiley; 1 edition (August 2, 2010)
  • Language: English
  • ISBN-10: 0470900520
  • ISBN-13: 978-0470900529
  • Product Dimensions: 5.2 x 0.6 x 7.3 inches
  • Shipping Weight: 8.5 ounces (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (56 customer reviews)
  • Amazon Best Sellers Rank: #509,999 in Books (See Top 100 in Books)

Related Media

Customer Reviews

Top Customer Reviews

By Roger C. Parker on July 26, 2010
Format: Hardcover
This was a weird weekend; by 10:00 AM Friday, I had received a copy of Marketing Lessons from the Grateful Dead in the mail, and had borrowed a "Fast Read" copy of Jonathan Kellerman's latest Alex Delaware mystery, Deception, at the library.

I read a little of each on the way home. Both books engaged me on the first page, as books by David Meerman Scott and Jonathan Kellerman tend to be. Both quickly "hooked" my interest.

However, faced with the choice of what to read, I finished Marketing Lessons from the Grateful Dead first. I became engrossed in the back story, or explanation, of the reasons a rock group I had long observed took the steps it did, and how it benefited their career and solidified their position.

It helped that I also resonated with the author's first-hand stories of attending numerous Grateful Dead concerts and visiting the Grateful Dead Archive at the University of California at Santa Cruz. The photographs provided atmosphere, the anecdotes provided story, and the book's tight writing and strong organization contributed to a "high momentum" and fascinating reading experience...a "high-momentum page-turner" that teaches fundamental marketing lessons and values.

Because the ideas come through so clearly, Marketing Lessons from the Grateful Dead begs the question: "Why doesn't every business act like the Grateful Dead?" Why don't all businesses "Put Fans in the Front Row?" Why don't all businesses "Embrace Technology" and "Cut Out the Middleman?" Why don't all businesses "Bring People on an Odyssey?"

The lessons are obvious, and--most important--they are reinforced with concrete examples of how other other businesses far removed from rock and roll have profited from the same marketing ideas.
Read more ›
1 Comment 25 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover
Through their albums, tours, and memorabilia, The Grateful Dead have generated a massive following and hundreds of millions of dollars in sales.

Two people who have studied the group's unusual business-and-culture-building methods are social media gurus and Deadheads, David Meerman Scott (author of "The New Rules of Marketing & PR" and, full disclosure, my friend and client) and Brian Halligan (CEO of Hubspot).

In the Introduction to "Marketing Lessons From The Grateful Dead," David and Brian call The Dead "one huge case study in contrarian marketing. Most of the band's many marketing innovations are based on doing the exact opposite of what other bands (and record labels) are doing at the time." A few contrarian examples:

* While other bands protected their songs from illegal taping by fans, The Dead set up "taper sections" at their concerts, where fans could openly record music. Later, the fans would share copies with other Deadheads, as well as with people who had never experienced the music before. The pool of Dead fans grew exponentially.

* While other bands saw touring as a money-draining evil that only served to get word out about their albums, The Dead turned the model on its head and built up their live shows into their primary revenue-generating vehicle. Suddenly, the 45s and albums served to promote the shows.

* While other band treated their fans as an undifferentiated mass, The Dead would accommodates the niches in their fan base. For instance, one niche, referred to as "The Spinners," enjoyed whirling to the music during a concert. Rather than ignoring or having them ejected, The Dead erected speakers in the concourse, so that the Spinners could congregate there and gyrate without restriction.
Read more ›
1 Comment 13 people found this helpful. Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse
Format: Hardcover Verified Purchase
Length: 2:42 Mins
The Grateful Dead was one of the most successful rock bands of all time and was known for an eclectic music style, unique live performances and a devoted fan base, known as "Deadheads."

The band marketed itself and built a following by doing pretty much the opposite of what most other bands did. For instance, they encouraged their fans to record their shows and give tapes to their friends. They built a mailing list of fans to keep in touch with them. They sold concert tickets directly to fans instead of through a middleman. And most significantly, they built their business model on live concerts, instead of album sales long before that model became the norm for today's recording artists.

The music industry thought they were crazy, but the approach the Grateful Dead took was ultimately successful. Many of the things they did to build a following are what successful modern marketers are now doing in the Internet age.

The Grateful Dead was doing social media and content marketing long before there was Internet marketing.

And rather than trying to have an enormous fan base that was a mile wide and an inch deep like The Beatles or The Rolling Stones, the Grateful Dead strove to have a deep relationship with a niche audience.

And that is how many businesses are profiting in the long-tail nature of the Internet.

Even if you're not a fan of The Grateful Dead, this is a great marketing book that both entertains and educates.

And, to listen to an interview with David Meerman Scott about "Marketing Lessons from the Grateful Dead" visit MarketingBookPodcast.com
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Most Recent Customer Reviews

Set up an Amazon Giveaway

Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History
Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more about Amazon Giveaway
This item: Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History