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Selling blue elephants : how to make great products that people want before they even know they want them / Howard R. Moskowitz, Alex Gofman.
Table of contents only Available online
View onlineLippincott Library HF5415.153 .M68 2007
Available
- Format:
- Book
- Author/Creator:
- Moskowitz, Howard R.
- Language:
- English
- Subjects (All):
- Marketing.
- New products.
- Physical Description:
- xvi, 252 pages : illustrations ; 24 cm
- Place of Publication:
- Upper Saddle River, N.J. : Wharton School Pub., [2007]
- Summary:
- Today customers can actually help create new products. The authors describe how that takes place through Rule Developing Experimentation (RDE), a 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.
- Notes:
- Includes bibliographical references and index.
- ISBN:
- 0136136680
- 9780136136682
- OCLC:
- 76786794
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