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Loyalty Myths

Hyped Strategies That Will Put You Out of Business -- and Proven Tactics That Really Work

Loyalty Myths by Timothy L. Keiningham
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In Loyalty Myths, the authors have assembled 53 of the most common beliefs about customer loyalty – all of them wrong or misconceived! Each of the beliefs in this book is debunked with real-world examples. While other books speak in platitudes; this book is the only one to validate each proposition with real data.

Granted unprecedented access to customer records from a variety of multi-national corporations. Through these records, Ipsos Loyalty was able to precisely track the impact of this customer-centric construct on actual purchasing behavior. The authors’ findings and conclusions will stun business leaders around the world. The lessons learned from these provide a true guide for the proper use of customer loyalty.

Wiley; October 2005
274 pages; ISBN 9780471746836
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Title: Loyalty Myths
Author: Timothy L. Keiningham; Terry G. Vavra; Lerzan Aksoy; Henri Wallard
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