Loyalty Myths: Hyped Strategies That Will Put You Out of Business -- And Proven Tactics That Really Work (Hardcover)

Myths.

Preface.

INTRODUCTION: The Myths of Loyalty: Did the Gods Mislead Us?

Chapter 1. Loyalty Myths That Subvert Company Goals.

Chapter 2. Loyalty Myths Contaminating Company Management Practices.

Chapter 3. Loyalty Myths about Customers: Their Needs, Behaviors, and Referrals.

Chapter 4. Loyalty Myths Concerning Loyalty Programs.

Chapter 5. Loyalty Myths about Loyalty, Share of Business, and Profitability.

Chapter 6. Loyalty Myths Regarding Employees.

Chapter 7. The Foundations of Customer Loyalty.

Chapter 8. The Right Way to Manage for Customer Loyalty.

Acknowledgments.

Notes.

Index.