Author: Mark Hughes
Year: 2005
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Genres/categories:
Business, Non Fiction
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ISBNs:
9781591840923
1591840929 |
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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. Buzzmarketing explores the six secrets of great word-of-mouth campaigns and shows how any company can thrive by pursuing a buzz-driven strategy rather than just hoping for a lucky break. Readers who have enjoyed books like The Tipping Point and Purple Cow will find Buzzmarketing to be the ideal guide to applying buzz to their real-world business needs.
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