All of these factors are taken into account in the development of the research findings and validation or refuting of the hypotheses that form the basis of the methodology in the model.

Major Points of Analysis

The authors' ambitious research agenda looks to define how companies can attain greater share of wallet through more effective profitable lifetime duration strategies. Implicit in this analysis is the need to invest in customer relationships to nurture, defend and retain them over time and create reward programs that accelerate customer loyalty as well (Reinartz, Kumar, 2003). The authors also point to the issues of cost reduction of marketing expenses, divestment strategies and customer outsourcing as all being indicators of a company generating low share-of-wallet and low profits per customer over time (Reinartz, Kumar, 2003). As a result of these insights the article and its research puts forth a significantly different view of lifetime customer...
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