10/ 17/ 2005
by Timothy L. Keiningham, Terry G. Vavra, Lerzan Aksoy and Henri Wallard
($24.95; Wiley)
The battleground for customer retention has intensified. Unfortunately, most small businesses have not changed their methodology for capitalizing on customer loyalty. Managers everywhere are learning the hard way that the strategies they're using don't easily translate into business success.
The goal for "Loyalty Myths" is to help businesses correctly devise, execute and monitor their own customer loyalty efforts. Concentrating on six strategic business areas including management practices, loyalty programs and profitability, the authors debunk accepted practice and offer several tested strategies to set businesses back on track.
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