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WalletShare Research: The Essentials
by David England

The “Share of Wallet” (WalletShare) methodology helps you improve your performance in a specific product/service (e.g., credit card business).  This tool is particularly useful because it incorporates you and your competition: so, you are learning about YOUR strengths and weaknesses and theirs!  More importantly, the Member’s decision process is clarified, and you can change your operation accordingly, with a realistic view of the likely outcome in your market. 


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