Picture 1 of 1
SELLING BLUE ELEPHANTS: HOW TO MAKE GREAT PRODUCTS THAT By Moskowitz Howard R.
~ BRAND NEW!! Quick & Free Delivery in 2-14 days ~
Condition:
Postage:
Located in: US, United States
Delivery:
Estimated between Sat, 22 Jun and Thu, 27 Jun to 43230
Returns:
Coverage:
Read item description or contact seller for details. See all detailsSee all details on coverage
(Not eligible for eBay purchase protection programmes)
Seller information
Registered as a Business Seller
Seller assumes all responsibility for this listing.
eBay item number:226093783627
Item specifics
- Condition
- Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See all condition definitionsopens in a new window or tab
- ISBN-10
- 0133381641
- Publication Name
- FT Press
- Type
- Paperback
- ISBN
- 9780133381641
- Book Title
- Selling Blue Elephants : How to Make Great Products That People Want Before They Even Know They Want Them
- Item Length
- 9.1 in
- Publisher
- Wharton School Publishing
- Publication Year
- 2007
- Format
- Trade Paperback
- Language
- English
- Item Height
- 0.6 in
- Genre
- Business & Economics
- Topic
- Marketing / General, General
- Item Width
- 5.9 in
- Item Weight
- 13.1 Oz
- Number of Pages
- 272 Pages
About this product
Product Information
Can you remember the world before the iPod? How about the world before chunky tomato sauce or brown mustard? Many of these products came about not through focus groups and polling, but rather through research and development labs and marketers developing the products they knew customers would want, before customers knew they wanted them. Today your customers can actually help you create your next product. Rule Developing Experimentation (RDE) is a solution-oriented learning experience. RDE is the systematized process of designing, testing and modifying alternative ideas, packages, products, or services in a disciplined way so that the developer and marketer discover what appeals to the customer, even if the customer can't articulate the need, much less the solution. The book begins by presenting best practices in the RDE from some of today's top companies: HP, Prego, Vlasic, and Mastercard. It then goes on to examine RDEs use in innovation and design, and goes on to examine its possible uses in the international, political, bioinformatics, and finance areas. Filled with real-life stories, this book will change the way people think about selling to their present and future customers. "Everyone thinks they need to break rules, but Moskowitz and Gofman skillfully show us how to develop and use the rules to define new perspectives and make better business decisions in virtually any field. An absolute must-read for any businessperson facing fierce competition " --Sean Bauld, Executive Vice President, Global Head of Marketing, Sales & Trading, Reuters "Over the last 15 years significant shareholder value has been destroyed by 'insightful and creative' marketers resulting in the shocking statistic that more than 90% of launches and re-launches do fail. Moskowitz and Gofman are serious geniuses who have dedicated their work to help all of us increase our chances of success significantly. RDE is a new tool that all marketers should acquire if they love their profession and are serious about creating shareholder value out of every launch." --Tex Gunning, Group Vice President, Unilever Asia "In a series of well-written and engaging examples, Moskowitz and Gofman vividly illustrate the value of a truly scientific approach to understanding what consumers really want. But more than that, they show how experimentation is not only the spice of life, but can spice up all of our lives. This book is as much fun to read as it is informative, and it is as deeply rooted in psychology as it is in the science of marketing. They really deliver the goods " --Professor Stephen Kosslyn, Chair, Psychology Department, Harvard University "We've been teaching business students how to understand the 'mind of their customers' for a long time. Finally, the ordinary reader, as well as business people, social scientists, and politicians, can share in these tools. Moskowitz and Gofman have flattened the playing field with their book Selling Blue Elephants . I applaud you both. Two thumbs up." --Professor Subrata Sen, Professor of Marketing, Yale University "We are in an age of the next killer application and it is elusive. Selling Blue Elephants is an absolute must read for any business moving from strategy to execution. Howard and Alex have built a process driven engine (RDE) that delivers actionable results that have a direct tie back to business directives. Bringing reality from concept is the key ingredient to a successful business idea-- Selling Blue Elephants is the cookbook." --Peter Tripp, Vice President, Strategic Programs Office Global Outsourcing and Infrastructure Services, UNISYS "This book is a must read for anyone challenged with showing that systematic experimental design does not start and end in R&D but should be ingrained in the corporate mindset." --Dulce Paredes, PhD., Director, Consumer Sciences, Avon
Product Identifiers
Publisher
Wharton School Publishing
ISBN-10
0133381641
ISBN-13
9780133381641
eBay Product ID (ePID)
164697111
Product Key Features
Book Title
Selling Blue Elephants : How to Make Great Products That People Want Before They Even Know They Want Them
Format
Trade Paperback
Language
English
Topic
Marketing / General, General
Publication Year
2007
Genre
Business & Economics
Number of Pages
272 Pages
Dimensions
Item Length
9.1 in
Item Height
0.6 in
Item Width
5.9 in
Item Weight
13.1 Oz
Additional Product Features
Intended Audience
Trade
Table of Content
FOREWORD xi ABOUT THE AUTHORS xiii ACKNOWLEDGMENTS xv INTRODUCTION 1 PART 1 MAKING MONEY 17 CHAPTER 1 HEWLETT-PACKARD SHIFTS GEARS 19 CHAPTER 2 MAXWELL HOUSE'S CALCULUS OF COFFEE 27 CHAPTER 3 DIALING UP DELICIOUS: MAJOR DISCOVERIES FROM VLASIC AND PREGO 47 CHAPTER 4 HOW TO MAKE PEOPLE FEEL GOOD EVEN WHEN THEY PAY MORE 65 CHAPTER 5 DISCOVER MORE ABOUT YOUR COMPETITORS THAN THEY THEMSELVES KNOW--LEGALLY! 87 PART 2 MAKING THE FUTURE 105 CHAPTER 6 RUBIK'S CUBE OF CONSUMER ELECTRONICS INNOVATION 107 CHAPTER 7 BRIDGING COOL DESIGN WITH HOT SCIENCE 125 PART 3 FLYING TO VENUS 153 CHAPTER 8 MIND GENOMICS: CONSUMER MIND "ON THE SHELF" 155 CHAPTER 9 MAKING THE PRESIDENT AND PUBLIC COMMUNICATIONS INTO "PRODUCTS" 183 CHAPTER 10 RDE DEFEATS MURPHY'S LAW AND "BARES" THE STOCK MARKETS 205 CHAPTER 11 ASIA CALLING, LTD.: THE CHINA ANGLE 225 CHAPTER 12 RDE'S "BRAVE NEW WORLD!" 235 EPILOGUE 239 INDEX 241
Copyright Date
2007
Item description from the seller
Seller assumes all responsibility for this listing.
eBay item number:226093783627
Postage and handling
Item location:
US, United States
Post to:
Afghanistan, Albania, Algeria, Andorra, Angola, Anguilla, Antigua and Barbuda, Argentina, Armenia, Aruba, Australia, Austria, Azerbaijan Republic, Bahamas, Bahrain, Bangladesh, Belgium, Belize, Benin, Bermuda, Bhutan, Bolivia, Bosnia and Herzegovina, Botswana, Brazil, Brunei Darussalam, Bulgaria, Burkina Faso, Burundi, Cambodia, Cameroon, Canada, Cape Verde Islands, Cayman Islands, Central African Republic, Chad, Chile, China, Colombia, Costa Rica, Cyprus, Czech Republic, Côte d'Ivoire (Ivory Coast), Democratic Republic of the Congo, Denmark, Djibouti, Dominican Republic, Ecuador, Egypt, El Salvador, Equatorial Guinea, Eritrea, Estonia, Ethiopia, Fiji, Finland, France, Gabon Republic, Gambia, Georgia, Germany, Ghana, Gibraltar, Greece, Greenland, Grenada, Guatemala, Guinea, Guinea-Bissau, Guyana, Haiti, Honduras, Hong Kong, Hungary, Iceland, India, Indonesia, Ireland, Israel, Italy, Jamaica, Japan, Jordan, Kazakhstan, Kenya, Kiribati, Kuwait, Kyrgyzstan, Laos, Latvia, Lebanon, Lesotho, Liberia, Liechtenstein, Lithuania, Luxembourg, Macau, Macedonia, Madagascar, Malawi, Malaysia, Maldives, Mali, Malta, Mauritania, Mauritius, Mexico, Moldova, Monaco, Mongolia, Montenegro, Montserrat, Morocco, Mozambique, Namibia, Nauru, Nepal, Netherlands, New Zealand, Nicaragua, Niger, Nigeria, Norway, Oman, Pakistan, Panama, Papua New Guinea, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Republic of Croatia, Republic of the Congo, Romania, Rwanda, Saint Kitts-Nevis, Saint Lucia, Saint Vincent and the Grenadines, San Marino, Saudi Arabia, Senegal, Serbia, Seychelles, Sierra Leone, Singapore, Slovakia, Slovenia, Solomon Islands, South Africa, South Korea, Spain, Sri Lanka, Suriname, Swaziland, Sweden, Switzerland, Taiwan, Tajikistan, Tanzania, Thailand, Togo, Tonga, Trinidad and Tobago, Tunisia, Turkey, Turkmenistan, Turks and Caicos Islands, Uganda, United Arab Emirates, United Kingdom, United States, Uruguay, Uzbekistan, Vanuatu, Vatican City State, Vietnam, Wallis and Futuna, Western Samoa, Yemen, Zambia, Zimbabwe
Excludes:
APO/FPO, American Samoa, Barbados, Belarus, British Virgin Islands, Comoros, Cook Islands, Dominica, Falkland Islands (Islas Malvinas), French Guiana, French Polynesia, Guadeloupe, Guam, Guernsey, Iraq, Jersey, Libya, Marshall Islands, Martinique, Mayotte, Micronesia, Netherlands Antilles, New Caledonia, Niue, Palau, Puerto Rico, Reunion, Russian Federation, Saint Helena, Saint Pierre and Miquelon, Somalia, Svalbard and Jan Mayen, Tuvalu, US Protectorates, Ukraine, Venezuela, Virgin Islands (U.S.), Western Sahara
| Postage and handling | To | Service | Delivery*See Delivery notes |
|---|---|---|---|
| Free postage | United States | Standard Postage (USPS First Class®) | Estimated between Sat, 22 Jun and Thu, 27 Jun to 43230 |
| Handling time |
|---|
| Will usually post within 3 business days of receiving cleared payment. |
| Taxes |
|---|
| Seller charges sales tax in |
Sales Tax for an item #226093783627
Sales Tax for an item #226093783627
Seller collects sales tax for items shipped to the following states:
| State | Sales Tax Rate |
|---|
Return policy
| After receiving the item, contact seller within | Refund will be given as |
|---|---|
| 30 days after the buyer receives it | Money Back |
The seller is responsible for return postage costs.
Popular categories from this store
Seller feedback (264,788)
0***0 (267)- Feedback left by buyer.
Past month
Verified purchase
Very nice
d***i (1874)- Feedback left by buyer.
Past month
Verified purchase
Great
m***6 (1563)- Feedback left by buyer.
Past month
Verified purchase
Great seller! Fast shipping and bulletproof packaging