Книга "The Dollarization Discipline" Джеффри Фокса Дж. предлагает читателям стратегия определения реальной денежной ценности продуктов и услуг, что дает компаниям преимущество при продажах. Большинство компаний создают ценность для клиентов, но не могут полностью объяснить это клиенту, так как большинство маркетологов совершают ошибку - пытаются продать продукт по цене. Книга помогает избавиться от этой ошибки и дать клиентам реальную ценность, а не только выгоду от продукта.
Электронная Книга «The Dollarization Discipline» написана автором Jeffrey Fox J. в году.
Минимальный возраст читателя: 0
Язык: Английский
ISBN: 9780471694236
Описание книги от Jeffrey Fox J.
How companies turn value-added into real profits The Dollarization Discipline shows organizations and marketers how to effectively communicate the economic value created by their products and services. Too often, when companies compete using conventional sales and marketing approaches, they force customers to make financial decisions (how much to spend), based on non-financial arguments (product features and benefits). On this playing field, the company that can show true financial advantage in real dollars and cents wins every time. This book offers a step-by-step strategy for doing just that. Every day, good companies suffer because they create value for customers but aren't able to keep their fair share. This is because most marketers can't fully explain the value customers get from their products, and the argument falls to the lowest common denominator-price. The solution is an approach to sales and marketing that goes beyond articulating features and benefits, but calculates the monetary value a customer receives from a product or service. This enables the seller to price the product as a true reflection of its value-and also let's the seller prove it to the customer! With real case studies and detailed, step-by-step guidance on effective dollarization, The Dollarization Discipline finally offers a practical, straightforward way for marketers and business leaders to prove the value of their «value-added.» Jeffrey J. Fox (Gilford, New Hampshire) is the founder and President of Fox & Company, Inc., a marketing consulting firm. Fox is also the author of the bestsellers How to Become a CEO, How to Become a Rainmaker, and How to Become a Great Boss. Richard C. Gregory (Farmington, Connecticut) is a Senior Consultant with Fox & Company.
