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Synopsis

?There?s fake corporate marketing and then there?s real marketing. This is the real stuff for real people.?
?Ben Cohen, co-founder of Ben & Jerry?s Ice Cream


These days consumers are paying less and less attention to advertising. A majority already zap commercials, and new technology keeps making it easier to tune out marketing messages.

Mark Hughes has written a breakthrough guide to the art of successful buzzmarketing?which many people talk about but few truly understand. He draws on his own real-world experience as an executive and consultant, as well as untold stories of some of the great buzz generators of our time, including American Idol, tie-dye shirts, and the birth of Lite beer.


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