Analyzing market potential: if you expect to grow market share, you first must determine the location of the most promising sources of new revenue. ... research): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on September 1, 2004. The length of the article is 2110 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Analyzing market potential: if you expect to grow market share, you first must determine the location of the most promising sources of new revenue. This means employing two measures: "share of the wallet" of existing customers and "market potential" of prospective ones.(Fundamentals: research)
Author: David T. Polk
Publication:Bank Marketing (Magazine/Journal)
Date: September 1, 2004
Publisher: Bank Marketing Assn.
Volume: 36 Issue: 7 Page: 42(5)

Distributed by Thomson Gale