Introductory Notes.

SECTION 1: INTRODUCTION TO DOLLARIZATION.

Chapter 1. Getting Started with Dollarization.

Chapter 2. Value Is a Number.

Chapter 3. Why Dollarize?

Chapter 4. After the Bubble Burst.

SECTION 2: DOLLARIZATION AND SELLING.

Chapter 5. Dollarization and Selling Your Price.

Chapter 6. Dollarization and Selling Something New.

Chapter 7. Shortening the Sales Cycle.

Chapter 8. Dollarization to Protect and Keep Business.

Chapter 9. Removing Doubt in the Seller’s Mind.

Chapter 10. Dollarization to Get a Prospect’s Attention.

Chapter 11. Dollarization and Channel Partners.

Chapter 12. Dollarizing and Selling Services.

SECTION 3: DOLLARIZATION AND MARKETING.

Chapter 13. Dollarization and Marketing Communications.

Chapter 14. Pricing New Products.

Chapter 15. Dollarization and Market Segmentation.

Chapter 16. Dollarization in Consumer Marketing.

Chapter 17. Dollarization and the Commodity Myth.

Chapter 18. Dollarization and New Product Direction.

SECTION 4: DOLLARIZATION TECHNIQUES.

Chapter 19. The Mechanics of Dollarization.

Chapter 20. How to Dollarize Any Benefit.

Chapter 21. Developing Dollarization Data.

Chapter 22. Making Dollarization Work with the Customer.

Chapter 23. Constructing the Customer Value File.

Appendix: The Dollarization Doctrine: Ten Rules to Successful Dollarization.

Notes.

Index.