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Author:   Howard R. Moskowitz ,  Alex Gofman
Publisher:   Pearson Education (US)
Imprint:   Financial TImes Prentice Hall
Dimensions:   Width: 23.60cm , Height: 2.50cm , Length: 15.30cm
Weight:   0.472kg
ISBN:  

9780136136682

ISBN 10:   0136136680
Pages:   272
Publication Date:   18 April 2007
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Out of Print
Availability:   Awaiting stock  

Table of Contents

FOREWORD     xi ABOUT THE AUTHORS    xiii ACKNOWLEDGMENTS     xv INTRODUCTION     1 PART 1     MAKING MONEY     17 CHAPTER 1     HEWLETT-PACKARD SHIFTS GEARS     19 CHAPTER 2    MAXWELL HOUSE’S CALCULUS OF COFFEE     27 CHAPTER 3     DIALING UP DELICIOUS: MAJOR DISCOVERIES FROM VLASIC AND PREGO    47 CHAPTER 4     HOW TO MAKE PEOPLE FEEL GOOD EVEN WHEN THEY PAY MORE    65 CHAPTER 5    DISCOVER MORE ABOUT YOUR COMPETITORS THAN THEY THEMSELVES KNOW—LEGALLY!     87 PART 2    MAKING THE FUTURE     105 CHAPTER 6     RUBIK’S CUBE OF CONSUMER ELECTRONICS INNOVATION     107 CHAPTER 7     BRIDGING COOL DESIGN WITH HOT SCIENCE     125 PART 3     FLYING TO VENUS    153 CHAPTER 8     MIND GENOMICS: CONSUMER MIND “ON THE SHELF”     155 CHAPTER 9     MAKING THE PRESIDENT AND PUBLIC COMMUNICATIONS INTO “PRODUCTS”     183 CHAPTER 10     RDE DEFEATS MURPHY’S LAW AND “BARES” THE STOCK MARKETS    205 CHAPTER 11     ASIA CALLING, LTD.: THE CHINA ANGLE    225 CHAPTER 12     RDE’S “BRAVE NEW WORLD!”     235 EPILOGUE     239 INDEX     241

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Author Information

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.

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