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 ...
Read More
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 Products, Inc. Really great products and really huge successes don't come from focus groups! And if you simply rely o
Read Less
Add this copy of Selling Blue Elephants: How to Make Great Products That to cart. $2.98, good condition, Sold by ThriftBooks-Reno rated 5.0 out of 5 stars, ships from Reno, NV, UNITED STATES, published 2007 by FT Press.
Add this copy of Selling Blue Elephants: How to Make Great Products That to cart. $3.03, good condition, Sold by One Planet Books rated 5.0 out of 5 stars, ships from Columbia, MO, UNITED STATES, published 2007 by FT Press.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Good. Ships in a BOX from Central Missouri! May not include working access code. Will not include dust jacket. Has used sticker(s) and some writing and/or highlighting. UPS shipping for most packages, (Priority Mail for AK/HI/APO/PO Boxes).
Add this copy of Selling Blue Elephants: How to Make Great Products That to cart. $8.81, good condition, Sold by SurplusTextSeller rated 5.0 out of 5 stars, ships from Columbia, MO, UNITED STATES, published 2007 by FT Press.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Good. Ships in a BOX from Central Missouri! May not include working access code. Will not include dust jacket. Has used sticker(s) and some writing or highlighting. UPS shipping for most packages, (Priority Mail for AK/HI/APO/PO Boxes).
Add this copy of Selling Blue Elephants: How to Make Great Products That to cart. $12.58, good condition, Sold by FirstClassBooks rated 4.0 out of 5 stars, ships from Little Rock, AR, UNITED STATES, published 2007 by FT Press.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Good. Used books are NOT guaranteed to contain components and/or supplements such as: Access Codes or working CD's/DVD's! ! Expedited shipping 1-3 business days;
Add this copy of Selling Blue Elephants: How to Make Great Products That to cart. $42.03, good condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2007 by FT Press.
Add this copy of Selling Blue Elephants: How to Make Great Products That to cart. $59.46, new condition, Sold by Revaluation Books rated 4.0 out of 5 stars, ships from Exeter, DEVON, UNITED KINGDOM, published 2012 by Pearson P T R.
Add this copy of Selling Blue Elephants: How to Make Great Products That to cart. $91.45, new condition, Sold by Bonita rated 4.0 out of 5 stars, ships from Newport Coast, CA, UNITED STATES, published 2007 by FT Press.
