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دانلود کتاب Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them
دانلود کتاب فروش فیلهای آبی: چگونه محصولات عالی تولید کنیم که مردم می خواهند قبل از اینکه حتی بدانند که آنها را می خواهند
مشخصات کتاب
Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them
ویرایش:
نویسندگان: Moskowitz. Howard R
سری:
ISBN (شابک) : 0136136680, 9780136136682
ناشر: Prentice Hall
سال نشر: 2007
تعداد صفحات: 273
زبان: English
فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود)
حجم فایل: 4 مگابایت
قیمت کتاب (تومان) : 41,000
کلمات کلیدی مربوط به کتاب فروش فیلهای آبی: چگونه محصولات عالی تولید کنیم که مردم می خواهند قبل از اینکه حتی بدانند که آنها را می خواهند: تجارت، غیرداستانی
در صورت تبدیل فایل کتاب Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them به فرمت های PDF، EPUB، AZW3، MOBI و یا DJVU می توانید به پشتیبان اطلاع دهید تا فایل مورد نظر را تبدیل نمایند.
توجه داشته باشید کتاب فروش فیلهای آبی: چگونه محصولات عالی تولید کنیم که مردم می خواهند قبل از اینکه حتی بدانند که آنها را می خواهند نسخه زبان اصلی می باشد و کتاب ترجمه شده به فارسی نمی باشد. وبسایت اینترنشنال لایبرری ارائه دهنده کتاب های زبان اصلی می باشد و هیچ گونه کتاب ترجمه شده یا نوشته شده به فارسی را ارائه نمی دهد.
توضیحاتی درمورد کتاب به خارجی
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 on trial and error, or guesswork, you'll lose far more
often than you'll win. Now, there's a solution: Rule Developing
Experimentation (RDE), "the first systematized, disciplined,
solution-oriented""business process of experimentation." In
"Selling Blue Elephants," RDE's creators reveal how to
systematically design, test, and modify alternative ideas,
packages, products, and services, to discover offerings your
customers will be passionate about...even if they can't
articulate the need, much less the solution! Discover the seven
"easy "steps that take you from cluelessness to clarity in just
days... sometimes even "hours." Watch RDE succeeding in
companies ranging from Hewlett-Packard to Campbell's,
MasterCard to Maxwell House... and learn how to get the same
outstanding results yourself, one step at a time, "every
time!"
Discover "how the world works" in your market
Reveal the hidden rules that define your next breakthrough
product
Create prototypes that answer the right questions, fast
Get at the truths your customers don't know how to tell
you
Use automated tools to streamline the entire process
Streamline your research, and get actionable answers in just
days
Extend RDE value throughout the enterprise
From messaging to corporate communications to investor
behavior
About the AuthorsHoward 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(R) 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. ContentsFOREWORD xiABOUT THE AUTHORS
xiiiACKNOWLEDGMENTS xvINTRODUCTION 1PART 1 MAKING MONEY
17CHAPTER 1 HEWLETT-PACKARD SHIFTS GEARS 19CHAPTER 2 MAXWELL
HOUSE'S CALCULUS OF COFFEE 27CHAPTER 3 DIALING UP DELICIOUS:
MAJOR DISCOVERIES FROM VLASIC AND PREGO 47CHAPTER 4 HOW TO MAKE
PEOPLE FEEL GOOD EVEN WHEN THEY PAY MORE 65CHAPTER 5 DISCOVER
MORE ABOUT YOUR COMPETITORS THAN THEY THEMSELVES KNOW--LEGALLY!
87PART 2 MAKING THE FUTURE 105CHAPTER 6 RUBIK'S CUBE OF
CONSUMER ELECTRONICS INNOVATION 107CHAPTER 7 BRIDGING COOL
DESIGN WITH HOT SCIENCE 125PART 3 FLYING TO VENUS 153CHAPTER 8
MIND GENOMICS: CONSUMER MIND "ON THE SHELF" 155CHAPTER 9 MAKING
THE PRESIDENT AND PUBLIC COMMUNICATIONS INTO "PRODUCTS"
183CHAPTER 10 RDE DEFEATS MURPHY'S LAW AND "BARES" THE STOCK
MARKETS 205CHAPTER 11 ASIA CALLING, LTD.: THE CHINA ANGLE
225CHAPTER 12 RDE'S "BRAVE NEW WORLD!" 235EPILOGUE 239INDEX 241
فهرست مطالب
COVER ......Page 1
CONTENTS......Page 10
FOREWORD......Page 12
ABOUT THE AUTHORS......Page 14
ACKNOWLEDGMENTS......Page 16
INTRODUCTION......Page 18
PART 1 MAKING MONEY......Page 34
CHAPTER 1 HEWLETT-PACKARD SHIFTS GEARS......Page 36
CHAPTER 2 MAXWELL HOUSE’S CALCULUS OF COFFEE......Page 44
CHAPTER 3 DIALING UP DELICIOUS: MAJOR DISCOVERIES FROM VLASIC AND PREGO......Page 64
CHAPTER 4 HOW TO MAKE PEOPLE FEEL GOOD EVEN WHEN THEY PAY MORE......Page 82
CHAPTER 5 DISCOVER MORE ABOUT YOUR COMPETITORS THAN THEY THEMSELVES KNOW—LEGALLY!......Page 104
PART 2 MAKING THE FUTURE......Page 122
CHAPTER 6 RUBIK’S CUBE OF CONSUMER ELECTRONICS INNOVATION......Page 124
CHAPTER 7 BRIDGING COOL DESIGN WITH HOT SCIENCE......Page 142
PART 3 FLYING TO VENUS......Page 170
CHAPTER 8 MIND GENOMICS: CONSUMER MIND “ON THE SHELF”......Page 172
CHAPTER 9 MAKING THE PRESIDENT AND PUBLIC COMMUNICATIONS INTO “PRODUCTS”......Page 200
CHAPTER 10 RDE DEFEATS MURPHY’S LAW AND “BARES” THE STOCK MARKETS......Page 222
CHAPTER 11 ASIA CALLING, LTD.: THE CHINA ANGLE......Page 242
CHAPTER 12 RDE’S “BRAVE NEW WORLD!”......Page 252
EPILOGUE......Page 256
A......Page 258
C......Page 259
D......Page 261
G......Page 262
J-K-L......Page 263
M......Page 264
P......Page 265
Q-R......Page 266
S......Page 268
W-X-Y-Z......Page 269
