Loyalty Myths

Hyped Strategies That Will Put You Out of Businessand Proven Tactics That Really Work

Timothy L. Keiningham, Terry G. Vavra, Lerzan Aksoy, Henri Wallard

254 pages, parution le 29/11/2005

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Résumé

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.

Sommaire

Introduction: The Myths of Loyalty: Did the Gods Mislead Us?
Loyalty Myths That Subvert Company Goals
Loyalty Myths Contaminating Company Management Practices
Loyalty Myths about Customers: Their Needs, Behaviors, and Referrals
Loyalty Myths Concerning Loyalty Programs
Loyalty 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

Voir tout

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Timothy L. Keiningham, Terry G. Vavra, Lerzan Aksoy, Henri Wallard
Parution	29/11/2005
Nb. de pages	254
Format	16 x 23,5
Couverture	Relié
Poids	452g
Intérieur	Noir et Blanc
EAN13	9780471743156
ISBN13	978-0-471-74315-6