The wallet allocation rule : winning the battle for share /

• Κύριος συγγραφέας: Keiningham, Timothy L.
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Hoboken, New Jersey : Wiley, 2015.
• Θέματα: Customer loyalty.; Customer relations > Management.; Consumer behavior.; BUSINESS & ECONOMICS / Customer Relations.; BUSINESS & ECONOMICS / Marketing / General.; BUSINESS & ECONOMICS / Consumer Behavior.; Electronic books.

"Customer Loyalty Isn't Enough--Grow Your Share of WalletThe Wallet Allocation Rule is 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 Manag...

Πίνακας περιεχομένων:

• Title Page; Copyright; Dedication; Preface; Notes; Foreword; Chapter 1: It's "Oh My God!" Bad; Growth Is Hard to Find; Deconstructing Market Share; Different Metric, Same Outcome; Satisfaction ≠ Market Share; Satisfaction ≠ Share of Wallet; Always Wrong on Average; A Cautionary Tale; The Moral of the Story?; Notes; Chapter 2: Eureka! The Discovery of the Wallet Allocation Rule; Getting There; Determining Your Rank; The Wallet Allocation Rule and Share: The Evidence; The "Best" Metric?; Why Does the Wallet Allocation Rule Work?; Using the Wallet Allocation Rule; Wallet Allocation Rule Strategy
• How to Improve Your RankThe Rule in Practice; Conclusion; Notes; Chapter 3: The Wallet Allocation Rule in Action; Grinding a New Set of Lenses; Putting the Wallet Allocation Rule to Work; Conclusion; Notes; Chapter 4: Customers as Assets; The Wallet Allocation Rule Is Not a Panacea; Revenue ≠ Profits; Short-Term Gain, Long-Term Pain; Money-Losing Delighters; Aligning Satisfaction, Share of Wallet, Revenue, and Profit; Conclusion; Notes; Chapter 5: New Metrics That Matter for Growth; Glass Houses and Stones; Must-Have Marketing Metrics; Customer Satisfaction; Key Drivers and Market Barriers
• Demand EvidenceNotes; Chapter 6: Making It Happen; Rule 1: Get the Data Right; Rule 2: Set the Right Performance Standards; The Next Disruption; Notes; Afterward: What's Next?; Establish That You Need It; Get Help; Let's Talk; Connect with Us; Visit www.walletrule.com; Notes; Appendix A: Quick Start Guide; What Is the Wallet Allocation Rule?; Wallet Allocation Rule Strategy; Identifying Opportunities for Improving Share of Wallet; An Example in the Credit Union Industry; Conclusion; Notes; Appendix B: Frequently Asked Questions; When Is It Appropriate to Use the Wallet Allocation Rule?
• Does the Wallet Allocation Rule Work with All Satisfaction Metrics?Is There a Preferred Metric We Should Use to Determine a Brand's Rank?; How Do I Ensure That All Relevant Competitors Are Ranked?; What Metrics Should Be on My "Dashboard" Related to the Wallet Allocation Rule?; Why Does the Wallet Allocation Rule Work?; Will Relative Net Promoter Score Work?; Isn't Share of Wallet Just a Function of a Brand's Reach (i.e., Penetration)?; Visit www.walletrule.com; Notes; Acknowledgments; Principal Contributors; Notes; About the Authors; Timothy Keiningham, PhD; Lerzan Aksoy, PhD; Luke Williams
• Alexander Buoye, PhDIndex; End User License Agreement