Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them is a book written by Howard Moskowitz and Alex Gofman (Publisher: Wharton School Publishing 2007).
.jpg) Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them | |
| Author | Howard Moskowitz, Alex Gofman |
|---|---|
| Language | English |
| Genre | Marketing |
| Publisher | Wharton School Publishing |
Publication date | April 11, 2007 |
| Publication place | United States |
| Media type | Print (Hardback) |
| Pages | 272 p. |
| ISBN | 0-13-613668-0 |
| OCLC | 76786794 |
| 658.8 22 | |
| LC Class | HF5415.153 .M68 2007 |
The book outlines a new solution-oriented learning experience co-developed with Prof. Jerry (Yoram) Wind of Wharton School of Business - Rule Developing Experimentation (RDE).
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 describes best practices in the RDE from some of today's top companies: HP, Prego, Vlasic, MasterCard and others. Filled with real-life stories, this book changes the way people think about selling to their present and future customers.[1][2][3]
References
edit- ^ Kuesten, Carla L. (November 2008). "Selling Blue Elephants: How to Make Great Products that People Want before They Even Know They Want Them by Howard R. Moskowitz and Alex Gofman". Journal of Product Innovation Management. 25 (6): 637–638. doi:10.1111/j.1540-5885.2008.00327_3.x.
- ^ "Selling Blue Elephants". Business Today. 16 (20): 192–192. 2007-10-07.
- ^ "Books". International Commerce Review -- ECR Journal. 8 (1): 8–9. November 2008. doi:10.1007/s12146-008-0034-4.
External links
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