Selling Blue Elephants : How to Make Great

Creating new ideas just became easier, because customers can help create your next product. This book tells you how. bull; From credit cards to tomato sauce to printers, this book will help companies understand which products, and which marketing messages, their buyers will respond to. bull; The author is the person who literally created the mustard shelf and let sellers and buyers know there was life beyond the bright yellow version. bull; Examines both established uses of RDE as well as revolutionary uses.

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.

Making money	p. 17
Hewlett-Packard shifts gears	p. 19
Maxwell House's calculus of coffee	p. 27
Dialing up delicious : major discoveries from Vlasic and Prego	p. 47
How to make people feel good even when they pay more	p. 65
Discover more about your competitors than they themselves know - legally!	p. 87
Making the future	p. 105
Rubik's cube of consumer electronics innovation	p. 107
Bridging cool design with hot science	p. 125
Flying to Venus	p. 153
Mind genomics : consumer mind "on the shelf"	p. 155
Making the president and public communications into "products"	p. 183
RDE defeats Murphy's Law and "bares" the stock markets	p. 205
Asia Calling, LTD. : the China angle	p. 225
RDE'S "brave new world!"	p. 235
Table of Contents provided by Blackwell. All Rights Reserved.

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Selling Blue Elephants : How to Make Great Products That People Want Before They Even Know They Want Them

Summary

Author Biography

Table of Contents

Supplemental Materials