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portada Scoring Points: How Tesco Continues to win Customer Loyalty
Type
Physical Book
Author
Publisher
Year
2008
Language
English
Pages
294
Format
Paperback
Dimensions
23.1 x 15.5 x 1.8 cm
Weight
0.43 kg.
ISBN
0749453389
ISBN13
9780749453381
Edition No.
0002
Categories

Scoring Points: How Tesco Continues to win Customer Loyalty

Clive Humby (Author) · Terry Hunt (Author) · Tim Phillips (Author) · Kogan Page · Paperback

Scoring Points: How Tesco Continues to win Customer Loyalty - Humby, Clive ; Hunt, Terry ; Phillips, Tim

New Book Imported to New Zealand
Delivery: 06 Jul - 13 Jul Shipping: 5 to 6 business days.
NZ$ 114.10
Import costs and 15% GST included in the price ✅
NZ$ 114.10

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Synopsis "Scoring Points: How Tesco Continues to win Customer Loyalty "

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.

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