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Selling Blue Elephants: How To Make Great Products That People Want Before They Even Know They Want Them by Alex Gofman - PH.D., Howard R. Moskowitz - PH.D.

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About the Authors

Howard Moskowitz is president and CEO of Moskowitz Jacobs Inc., a firm he founded in 1981.

Dr. Moskowitz is both a well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technologies. Dr. Moskowitz graduated Harvard University in 1969 with a Ph.D. in experimental psychology. Prior to that, he graduated Queens College (New York), Phi Beta Kappa, with degrees in mathematics and psychology. He has written/edited 16 books, has published well over 300 articles, and serves on the editorial board of major journals. His extensive speaking engagements span both scientific and market research conferences, as well as guest lectures at leading business schools and food science departments ...

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