As VP of marketing at online retailer Half.com, Mark Hughes didn't have a huge budget for advertising. Yet he helped drive the number of Half.com users from zero to eight million in just three years. His secret? Making the company a magnet for media attention and word-of-mouth, by any means necessary. Most notoriously, he persuaded the town of Halfway, Oregon, to rename itself Half.com?called "one of the greatest publicity coups" in history by Time . In this breakthrough book, Hughes offers a practical guide to the art of successful buzz marketing?which many people talk about these days but few truly understand. He draws on real-world examples of companies that got people to talk about their stuff? from Miller Lite during the "Tastes Great?Less Filling" era, to American Idol 's stunning use of buzz to become a global phenomenon, to current companies that find creative ways to break through the ad-glutted marketplace. ...

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