Marketing Buzz 06/04
Building a fan base, inexpensive market research and more
Famous rock bands have always had fan clubs to sing their praises. Roger Blackwell and Tina Stephan's book Brands That Rock: What Business Leaders Can Learn From the World of Rock and Roll explains how any company can cultivate a powerful fan base.
Blackwell advises that not-so-glam companies study Elton John's transformation from a "dowdy, poorly dressed guy with little personality to an international superstar."
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