Book Review - Loyalty Myths: Hyped Strategies That Will Put You Out Of Business ? And Proven Tactics That Really Work

Did you ever wonder if some of those age old sayings about marketing are true? For instance, we?ve all heard ?It costs five times more to acquire a new customer than to retain a current customer.? But does anyone have any proof of that? That is exactly what a group of authors set out to do in Loyalty Myths: Hyped Strategies That Will Put You Out of Business ? and Proven Tactics That Really Work. The authors, Timothy L. Keiningham, Terry G. Varva, Lerzan Aksoy, and Henri Wallard are all experts in consumer loyalty and use their wealth of knowledge to dispel common myths and offer insight into what really works.
The book chooses and interesting format ? the first six chapters are devoted to dismiss over fifty common ?loyalty myths? and the final two chapters are us View the rest of this article