The wallet allocation rule
Subtitle: winning the battle for share
By: Timothy Keiningham, Lerzan Aksoy, Luke Williams ; with Alexander Buoye
Contributors: Aksoy, Lerzan, author; Williams, Luke (Writer on marketing), author; Buoye, Alexander, author
Published: 2015
Language: eng
Number of pages: 218
ISBN-13: 9781119037316
Subjects: Customer loyalty; Management; Consumer behavior; Customer relations
Description: "A revolutionary, definitive guide for winning the battle for share of customers' hearts, minds, and wallets. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan Management Review, this book introduces a new and rigorously tested approach--the Wallet Allocation Rule--that is proven to link to the most important measure of customer loyalty: share of wallet. Managers finally have the missing link to business growth within their grasp--the ability to link their existing metrics to the share of spending that customers allocate to their brands."--
Notes: Includes bibliographical references (pages 191-210) and index.
Table of contents: title: It's "Oh my God!" bad; title: Eureka! the discovery of the Wallet Allocation Rule; title: The Wallet Allocation Rule in action; title: Customers as assets; title: New metrics that matter for growth; title: Making it happen; title: Afterword: What's next?