Scoring Points: How Tesco Continues to Win Customer Loyalty [Lingua inglese] - Brossura

Humby, Clive

Brossura

ISBN 10: 0749453389 ISBN 13: 9780749453381

Casa editrice: Kogan Page, 2008

Riassunto

Swiping a grocery store's loyal-customer card has become second nature to shoppers these days.  Scoring Points, one of the seminal marketing books of the last decade, tells 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 key members of 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.

Su questo libro

Descrizione del libro:

Includes pragmatic lessons and anecdotes, including those relating to the difficulty of getting some customer groups to join Clubcard

Exposes myths about the industry

Examines both the US and UK markets through the authors' work with Tesco and Kroger

L'autore:

Clive Humby is Visiting Professor, Integrated Marketing, at Northwestern University and chief information architect of Tesco Customer Management.  Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world.  Tim Phillips is a journalist and author of Knockoff (Kogan Page).

Su questa edizione

• Editore: Kogan Page
• Data di pubblicazione: 2008
• ISBN 10: 0749453389
• ISBN 13: 9780749453381
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 306