Scoring Points

By Clive Humby; Terry Hunt; Tim Phillips

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Scoring Points is the compelling and dramatic inside story, told from a project point of view, of how the Tesco Clubcard was conceived, launched and developed. It explains in detail how Tesco collected, analysed and used customer data to become a retail giant, making customer loyalty marketing work when almost every other programme failed. By pairing its loyalty scheme with sophisticated information technology, Tesco set a new standard for knowing your customer. Scoring Points is one of the seminal marketing books of the last decade. A fascinating tale of what can be achieved through vision, a strong team ethic and a company-wide commitment to customer satisfaction, it is an inspirational read for anyone in business, from junior marketers or salespersons working in an FMCG environment, to any practitioner looking to better analyse their customer base.

Subject: Business & Economics -> Marketing -> Principles of Marketing

Scoring Points
How Tesco Continues to Win Customer Loyalty
2nd edition
Publisher: Kogan Page 8/3/08
Imprint: Kogan Page
Language: English
Length: 304 pages

ISBN 10: 0749460121
ISBN 13: 9780749460129
Print ISBN: 9780749453381

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