Mark Hughes' secret of his success lies in the fact that he made his company a magnet for media attention and word-of-mouth publicity by any means necessary. Most notoriously, he persuaded the town of Halfway, Oregon, to rename itself Half.com (his company name). This stunt was called, by Time magazine, one of "the greatest publicity coups" in history. In this groundbreaking book, Hughes offers practical advice on the art of "buzz marketing". He draws on real life examples and explores the six secrets of great word-of-mouth campaigns. An ideal and effective guide.