Winning the Battle for Share with the Wallet Allocation Rule | ANA Insights | Event Recaps | All MKC Content | ANA

Winning the Battle for Share with the Wallet Allocation Rule

Tim Keiningham, chief strategy and client officer at Rockbridge Associates, Inc., and Dr. Lerzan Aksoy, professor of marketing at the Gabelli School of Business, Fordham University, shared findings from their book The Wallet Allocation Rule.