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Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition by David J. Reibstein, Phillip E. Pfeifer, Neil Bendle, Paul Farris

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2. Share of Hearts, Minds, and Markets

“As Wal-Mart aggressively rolls out more stores, it continues to capture an increasing share of wallet. Three out of five consumers shopped for gifts at Wal-Mart this past holiday season. U.S. households now buy, on average, 22% of their groceries at Wal-Mart. A quarter of all shoppers indicate that they are spending more of their clothing budget at Wal-Mart ...

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