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How Smart Companies Create Customer Value... and Profit from It
In The Dollarization Discipline, marketing guru Jeffrey J. Fox and management consultant Richard C. Gregory describe how organizations can measure and explain the financial impact of noncost benefits, including increased market share, increased sales volume, and increased pricing power. The authors explain that “dollarization” should be a discipline that businesses apply across a broad set of sales, marketing and management activities, forcing organizations to be customer-focused and customer-driven. Throughout this summary, the authors describe how the difficult task of dollarization can be put into practice.
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