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Selling blue elephants : how to make great products that people want before they even know they want them

Author: Howard R Moskowitz; Alex Gofman
Publisher: Upper Saddle River, N.J. : Wharton School Pub., ©2007.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:

Presents the best practices in the Rule Developing Experimentation (RDE) from some of the top companies: HP, Prego, Vlasic, and Mastercard. This book then examines RDEs use in innovation and design,  Read more...

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Additional Physical Format: Online version:
Moskowitz, Howard R.
Selling blue elephants.
Upper Saddle River, N.J. : Wharton School Pub., c2007
(OCoLC)608150799
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Howard R Moskowitz; Alex Gofman
ISBN: 0136136680 9780136136682
OCLC Number: 76786794
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--
legally! --
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.
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