Marketing Lessons from the Grateful Dead"For years, business theorists and corporate strategists have pointed to the Dead's example for insights into perennial issues and emerging challenges. Scott and Halligan focus on one key factor in the band's extraordinary artistic and business successtheir iconic and enduring identity, not just as a band but as a brand. The authors' real appreciation for the Dead phenomenon, and their compelling and creative analyses of the Dead's marketing acumen,
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