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The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed, and illustrate the benefits for Tesco and its customers.
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.
The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed, and illustrate the benefits for Tesco and its customers.
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.
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).
Compelling inside story of the world’s most successful retail loyalty scheme
Includes 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
2. Making loyalty pay
3. Clubcard on trial
4. Because we can
5. Every little helped
6. Data, lovely data
7. Four Christmases a year
8. You are what you eat
9. Lifestyles become habits
10. Launching a bank
11. Babies, beauty and wine
12. A bigger deal
13. From mouse to house
14. Back to basics
15. Clubcard overseas
16. 'Tesco's most potent weapon'
| Erscheinungsjahr: | 2008 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 306 |
| ISBN-13: | 9780749453381 |
| ISBN-10: | 0749453389 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Humby, Clive
Phillips, Tim Hunt, Terry |
| Hersteller: | Kogan Page |
| Maße: | 234 x 156 x 17 mm |
| Von/Mit: | Clive Humby (u. a.) |
| Erscheinungsdatum: | 01.09.2008 |
| Gewicht: | 0,468 kg |
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).
Compelling inside story of the world’s most successful retail loyalty scheme
Includes 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
2. Making loyalty pay
3. Clubcard on trial
4. Because we can
5. Every little helped
6. Data, lovely data
7. Four Christmases a year
8. You are what you eat
9. Lifestyles become habits
10. Launching a bank
11. Babies, beauty and wine
12. A bigger deal
13. From mouse to house
14. Back to basics
15. Clubcard overseas
16. 'Tesco's most potent weapon'
| Erscheinungsjahr: | 2008 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 306 |
| ISBN-13: | 9780749453381 |
| ISBN-10: | 0749453389 |
| Sprache: | Englisch |
| Ausstattung / Beilage: | Paperback |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Humby, Clive
Phillips, Tim Hunt, Terry |
| Hersteller: | Kogan Page |
| Maße: | 234 x 156 x 17 mm |
| Von/Mit: | Clive Humby (u. a.) |
| Erscheinungsdatum: | 01.09.2008 |
| Gewicht: | 0,468 kg |
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