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Selling blue elephants: how to make great products that people want before they even know they want them

Author: Moskowitz, Howard R. ; Gofman, AlexPublisher: Wharton School Publishing, 2007.Language: EnglishDescription: 252 p. : Graphs/Ill./Photos ; 24 cm.ISBN: 9780136136682Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.153 .M67 2007
(Browse shelf)
900188050
Available 900188050
Book Europe Campus
Main Collection
Print HF5415.153 .M67 2007
(Browse shelf)
001230865
Available 001230865
Total holds: 0

Includes bibliographical references and index

Digitized

Selling Blue Elephants How to make great products that people want before they even know they want them Contents FOREWORD ABOUT THE AUTHORS ACKNOWLEDGMENTS INTRODUCTION PART 1 CHAPTER 1 CHAPTER 2 MAKING MONEY xi xiii xv 1 11 HEWLETT-PACKARD SHIFTS GEARS MAXWELL HOUSE'S CALCULUS OF COFFEE DIALING UP DELICIOUS: MAJOR DISCOVERIES FROM VLASIC AND PREGO HOW TO MAKE PEOPLE FEEL GOOD EVEN WHEN THEY PAY MORE DISCOVER MORE ABOUT YOUR COMPETITORS THAN THEY THEMSELVES KNOW-LEGALLY! MAKING THE FUTURE 19 27 CHAPTER 3 47 CHAPTER 4 65 CHAPTER 5 87 PART 2 CHAPTER 6 105 RUBIK'S CUBE OF CONSUMER ELECTRONICS INNOVATION 107 CHAPTER 1 BRIDGING COOL DESIGN WITH HOT SCIENCE FLYING TO VENUS 125 PART 3 CHAPTER 8 153 MIND GENOMICS: CONSUMER MIND "ON THE SHELF" MAKING THE PRESIDENT AND PUBLIC COMMUNICATIONS INTO "PRODUCTS" RDE DEFEATS MURPHY'S LAW AND "BARES" THE STOCK MARKETS 155 CHAPTER 9 183 CHAPTER 10 205 CHAPTER 11 CHAPTER 12 ASIA CALLING, LTD.: THE CHINA ANGLE 225 RDE'S "BRAVE NEW WORLD!" EPILOGUE INDEX 235 239 241

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