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Cover image: © iStock.com/JoKMedia

Cover design: Michael J. Freeland

Copyright © 2015 by Timothy Keiningham, Lerzan Aksoy, Luke Williams, and Alexander Buoye.

All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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ISBN 978-1-119-03731-6 (cloth); ISBN 978-1-119-03730-9 (ebk); ISBN 978-1-119-03728-6 (ebk)

The Wallet Allocation Rule

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