Selling Blue Elephants
Financial Times Prentice Hall (Verlag)
9780136136682 (ISBN)
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Really great products and really huge successes don’t come from focus groups! And if you simply rely on trial and error, or guesswork, you’ll lose far more often than you’ll win. Now, there’s a solution: Rule Developing Experimentation (RDE), the first systematized, disciplined, solution-oriented business process of experimentation.
In Selling Blue Elephants, RDE’s creators reveal how to systematically design, test, and modify alternative ideas, packages, products, and services, to discover offerings your customers will be passionate about...even if they can’t articulate the need, much less the solution!
Discover the seven easy steps that take you from cluelessness to clarity in just days... sometimes even hours. Watch RDE succeeding in companies ranging from Hewlett-Packard to Campbell’s, MasterCard to Maxwell House... and learn how to get the same outstanding results yourself, one step at a time, every time!
Discover “how the world works” in your market
Reveal the hidden rules that define your next breakthrough product
Create prototypes that answer the right questions, fast
Get at the truths your customers don’t know how to tell you
Use automated tools to streamline the entire process
Streamline your research, and get actionable answers in just days
Extend RDE value throughout the enterprise
From messaging to corporate communications to investor behavior
Howard Moskowitz is President and CEO of Moskowitz Jacobs Inc. He is a well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technology. Widely published in the scientific press, Dr. Moskowitz is known worldwide as the leading thinker and creator of advanced research technology in the area of new product and concept development. His background includes a Ph.D. in Experimental Psychology from Harvard University and seven years as a Senior Scientist at the U.S. Army Natick Laboratories. In July 2004, he was elected as an IFT Fellow for his contributions in the field of food science and technology. He was also awarded the American Marketing Association’s 2005 Charles Coolidge Parlin Marketing Research Award, regarded as the “Nobel Prize” of the market research industry. Dr. Moskowitz has spoken widely at both scientific and market research conferences, and guest-lectured at leading business schools including Wharton, Harvard, Yale, and the University of Texas at Austin. He also appeared weekly from 2004-2006 on ABC News Now as The Food Doctor, highlighting the food industry’s most exciting innovations. Alex Gofman, VP and CTO of Moskowitz Jacobs Inc., is the architect of several globally-recognized market research technologies and holds multiple patents. Widely published in the scientific press on the topics of technology-oriented experimental psychology, he has led new methodologies and algorithms development as well as other aspects of MJI operations since joining the firm in 1992, and is lead developer and architect of its IdeaMap® family of products. He holds a BS and a MS in Computer Science from Donetsk National Technical University, where he graduated Summa Cum Laude in 1981.
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
| Erscheint lt. Verlag | 18.4.2007 |
|---|---|
| Verlagsort | Upper Saddle River |
| Sprache | englisch |
| Maße | 236 x 153 mm |
| Gewicht | 472 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-13 | 9780136136682 / 9780136136682 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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