1. Marketing Lessons from
the Grateful Dead
CHAPTER 17
PARTNER WITH ENTREPRENEURS
Erica Martin
MKTG 338-002

2. Marketing Lesson
 “The Grateful Dead teaches us to find the
entrepreneurs who would like to make money from
your brand and work with them to do so”

3. Amazon.com
 Developed 2 programs an affiliate program and
Amazon Associate program to cut down on market
competition
 Affiliate program links products featured on your site
to Amazon.com for the purchase of that product.
 Amazon Associate program allows used books to be
sold on Amazon.com

4. ROCK ON!
 Proactively seek out and approach companies that
seem to be competitors and work out a way to help
one another

5. Question
Having parking lot vendors helped the Grateful Dead
with extending their brand name when they were
trying to become popular.
Do you think today’s celebrities and musicians would
benefit from this same tactic or should they keep
their merchandise “official”?
If you do think someone would benefit explain why?

6. Source
 Scott, David M., and Brian Halligan. Marketing
Lessons from the Grateful Dead: What Every
Business Can Learn from the Most Iconic Band in
History! Hoboken, NJ: John Wiley & Sons, 2010.
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