In Loyalty Myths, the authors have assembled53 of the most common beliefs about customer loyalty ? all ofthem wrong or misconceived! Each of the beliefs in this book isdebunked with real-world examples. While other books speak inplatitudes; this book is the only one to validate each propositionwith real data. Granted unprecedented access to customer records from a varietyof multi-national corporations. Through these records, IpsosLoyalty was able to precisely track the impact of thiscustomer-centric construct on actual purchasing behavior. Theauthors? findings and conclusions will stun business leadersaround the world. The lessons learned from these provide a trueguide for the proper use of customer loyalty.