UnMarketing: Stop Marketing. Start Engaging
Scott Stratten

For generations, marketing has been hypocritical. We've been taught to market to others in ways we hate being marketed to (cold-calling, flyers, ads, etc.). So why do we still keep trying the same stale marketing moves?

UnMarketing shows you how to unlearn the old ways and consistently attract and engage the right customers. You'll stop just pushing out your message and praying that it sticks somewhere. Potential and current customers want to be listened to and validated, and they want to have a platform where they can be heard-especially online. With UnMarketing, you'll create such a relationship with your customers and make yourself the logical choice for their needs.

This book shows how to create the mindset and systems that will allow you to roll out a new, 21st-century marketing approach. Marketing expert Scott Stratten focuses on a "Pull & Stay" method (pulling your market toward you and staying/engaging with customers, leading them to naturally choose you for their needs) rather than "Push & Pray." He also redefines marketing as all points of engagement between a company and its customers, not just a single, boxed-in activity.

Good Faith Collaboration: The Culture of Wikipedia
Joseph Michael Reagle Jr.
The MIT Press

Wikipedia, the online encyclopedia, is built by a community of "Wikipedians" who are expected to assume good faith when interacting with one another. In Good Faith Collaboration, Joseph Reagle examines this unique collaborative culture.

Wikipedia is famously an encyclopedia anyone can edit, and Reagle examines its openness and several challenges to it: technical features that limit vandalism to articles; private actions to mitigate potential legal problems; and Wikipedia's own internal bureaucratization. He explores Wikipedia's process of consensus and examines the way leadership and authority work in an open content community.

Wikipedia's style of collaborative production has been imitated, analyzed, and satirized. Despite the social unease over its implications for individual autonomy, institutional authority, and the character (and quality) of cultural products, Wikipedia's good faith collaborative culture has brought us closer than ever to a realization of the century-old pursuit of a universal encyclopedia.

Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History
David Meerman Scott, Brian Halligan
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 that 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!