Abstract
The ABC measure was developed to replace the less flexible and less comprehensive traditional measure of marketing effectiveness—market share. The ABC measure is based upon concepts and theory that were used in developing a buyer behavior model that has been successfully applied to a range of products. This article demonstrates the design and application of the ABC measure by analyzing the experience of four financial institutions, each of which markets a managed cash account. Finally, using the results of the managed cash accounts study, it discusses the application of this measure in meeting the management needs.
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