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|Additional Physical Format:||Online version:
Moskowitz, Howard R.
Selling blue elephants.
Upper Saddle River, N.J. : Wharton School Pub., c2007
|Material Type:||Internet resource|
|Document Type:||Book, Internet Resource|
|All Authors / Contributors:||
Howard R Moskowitz; Alex Gofman
|Description:||xvi, 252 p. : ill. ; 24 cm.|
|Contents:||Making money. Hewlett-Packard shifts gears ; Maxwell House's calculus of coffee ; Dialing up delicious : major discoveries from Vlasic and Prego ; How to make people feel good even when they pay more ; Discover more about your competitors than they themselves know--
Making the future. Rubik's cube of consumer electronics innovation ; Bridging cool design with hot science --
Flying to Venus. Mind genomics : consumer mind "on the shelf" ; Making the president and public communications into "products" ; RDE defeats Murphy's law and "bares" the stock markets ; Asia Calling, Ltd. : the China angle ; RDE's "brave new world!"
|Responsibility:||Howard R. Moskowitz and Alex Gofman.|