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- Title
Launch a product and rename a town.
- Abstract
The article reports that the town of Halfway, Oregon has been renamed half.com. Joshua Kopelman, chief executive officer (CEO) of half.com, stated that they wanted to do something innovative to stand out from the crowd. The town paid a fee of $100,000 and was given a new computer lab for any of its 360 residents to use. Online auction website eBay purchased half.com for $313 million. The author states that this is a not a new marketing strategy and cites the town of Hot Springs, New Mexico which changed its name to "Truth or Consequences" after a popular television program.
- Subjects
OREGON; HALF.COM (Oreg.); HALF.COM Inc.; KOPELMAN, Joshua; EBAY Inc.; INTERNET marketing
- Publication
Marketing Research, 2007, Vol 19, Issue 3, p4
- ISSN
1040-8460
- Publication type
Article