Scoring Points: How Tesco Is Winning Customer Loyalty - Rilegato

Humby, Clive; Hunt, Terry; Phillips, Tim

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Rilegato

ISBN 10: 0749447524 ISBN 13: 9780749447526

Casa editrice: Kogan Page Ltd, 2006

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Swiping their grocery club's loyal-customer card has become second nature to shoppers these days. "Scoring Points" is one of the seminal marketing books of the last decade, telling the story of how British supermarket chain Tesco conceived, launched and developed its hugely successful Clubcard program -- and transformed itself into a winning brand. Authors Clive Humby and Terry Hunt, two major influences behind the project, and Tim Phillips, a leading business writer and broadcaster, bring a compelling, behind-the-scenes account of Clubcard -- the successes, failures and lessons learned. They show how Tesco made customer loyalty marketing work, even when almost every other loyalty program failed, thanks to vision, a strong team ethic and a company-wide commitment to customer satisfaction. It includes three new chapters, including an examination of the US retail market and the authors' work with both Tesco and Kroger.

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Descrizione del libro:

How Tesco transformed itself into a winning brand

Compelling inside story of the worlds most successful retail loyalty scheme when all others failed

Three new chapters including an examination of the US retail market and the authors work with both Tesco and leading retailer Kroger

This is the future of marketing. Read it and profit.

Professor Don Schultz, Northwestern University, USA

L'autore:

Clive Humby is the chief information architect behind Tesco Customer Management and its segmentation program. He is also a Visiting Professor of Integrated Marketing at Northwestern University.

Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include Tesco, British Gas, The Economist, Cadbury's, and Barclays.

Tim Phillips is a renowned business journalist and broadcaster. He is the author of Knockoff, also published by Kogan Page.

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