Loyalty myths : hyped strategies that will put you out of business-- and proven tactics that really work - Keiningham, Timothy L. (Hoboken, N.J. : John Wiley & Sons, 2006)
Loyalty myths that subvert company goals -- Loyalty myths contaminating company management practices -- Myths about customers: their needs, behaviors and referrals -- Myths concerning loyalty programs -- Myths about loyalty, share of business, and profitability -- Loyalty myths regarding employees -- The foundations of customer loyalty -- The right way to manage for customer loyalty.
Keywords: Customer loyalty