Marketing gurus and lifelong Deadheads David Meerman Scott and Brian Halligan present a not-so-new business model perfected by one of the 20th-century's most influential bands. On their way to the top, the Grateful Dead broke every rule in the music industry and cultivated an active community of fans in the process. Scott and Halligan show listeners how to use the same principles employed by the Grateful Dead to create lasting partnerships with fans and untold levels of success.