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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.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 ap plication 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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