افسانه‌های وفاداری: راهبردهای پرهیاهویی که شما را از گردونه‌ی کسب‌وکار خارج می‌کنند — و تاکتیک‌های کارآمدِ اثبات‌شده ۲۰۰۵
Loyalty Myths: Hyped Strategies That Will Put You Out of Business — and Proven Tactics That Really Work 2005

Granted unprecedented access to customer records from a variety of multi-national corporations. Through these records, Ipsos Loyalty was able to precisely track the impact of this customer-centric construct on actual purchasing behavior. The authors’ findings and conclusions will stun business leaders around the world. The lessons learned from these provide a true guide for the proper use of customer loyalty.