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This PDF has been generated from SAGE Knowledge. The leaky bucket theory is the model that seeks to describe the process of customer gain and loss, The Leaky Bucket Theory. By Jim Palmer – the Newsletter Guru. Whenever I think of glue, I remember the television commercial that showed a man. The leaky bucket marketing theory is simple: It suggests that organizations are always losing customers, like water dripping from a leaky bucket.The leaky bucket theory is more of an analogy than a theory. It is used because it is a nice and simple way of understanding the concept of customer