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In taking on the Establishment, as his generation liked to call it, the Grateful Dead's Jerry Garcia built a highly successful web of new, alternative marketing channels. In bypassing the mass ticket sellers and concert organizers, he invariably took his act straight to his fans-a reminder that shouldn't be lost on today's sports and entertainment promoters. As "Deadheads" the world over mourn Mr. Garcia's passing, we salute him for keeping Establishment marketers on their toes.
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