This is the ultimate in Viral Marketing! The history behind this book is quite fascinating. It began last June in San Francisco when a couple of scientists involved in DNA research regarding Hoof and Mouth Disease stumbled into last years Word of Mouth Conference better known as WOMBAT. Apparently they thought it was about the other kind of wombat. They attended a workshop on viral marketing and SHAZAM!, and a new branch of marketing was born! Word has it that a new association, the Hoof and Mouth Marketing Association (HAMMA) is being formed. Their first conference is being planned for next year and rumors are flying that the Purple Cow will be the featured speaker!