Many large firms measure the effectiveness of purchase incentives through a measure called share of wallet.

Name: Many large firms measure the effectiveness of purchase incentives through a measure called share of wallet.
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Share of wallet is a common measure used by companies to determine how much of a customer's total spending in a category is captured by that company. It helps in analyzing the effectiveness of various purchase incentives and marketing strategies.

Many Large Firms Measure the Effectiveness of Purchase Incentives Through