TIMOTHY L. KEININGHAM is Senior Vice President and Head of Consulting for Ipsos Loyalty. He is the author of several books and articles on customer satisfaction and loyalty, and has won best paper awards from the Journal of Marketing and the Journal of Service Research. TERRY G. VAVRA is Chairman Emeritus of Ipsos Loyalty. He is a customer satisfaction and loyalty consultant, a public speaker on these subjects, and the author of four books (including one of the first books on CRM) and numerous articles in these fields. He is also a former educator who taught at the graduate level.LERZAN AKSOY is Assistant Professor of Marketing at Koç University in Istanbul, Turkey. Her research interests include customer satisfaction, loyalty, and relationship management. She has provided executive training on customer relationship management to executives from numerous multinational companies.HENRI WALLARD is CEO of Ipsos in charge of Ipsos Loyalty.

"Strong stuff...[the authors] offer some well-researched loyalty truths" (Telegraph, November 2005) "...full of ideas and suggestions...likely to be useful to anyone working in the field." (Research Magazine, May 2006)

• 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.