Share of Wallet Isn't Enough

Professor Byron Sharp,  Director of the   Ehrenberg-Bass Institute sends along a link to his post on this subject.  I also like his comment:    "... One of the roles of the Institute is to help protect our Corporate Sponsors from bad ideas that can infect organisations like viruses leading to misplaced marketing strategy. Here is a vaccine that should be taken before reading October's Harvard Business Review where Ipsos consultants and two academics promote the idea of growing your "share of wallet".  Annoyingly the argument is presented as an exciting new discovery based on the largest most rigorous loyalty analysis - yes that's how they actually describe it! .. "