Scoring Points: How Tesco Continues to Win Customer Loyalty - Hardcover

Humby, Clive; Hunt, Terry; Phillips, Tim

 
9780749476250: Scoring Points: How Tesco Continues to Win Customer Loyalty
Hardcover
ISBN 10: 0749476257 ISBN 13: 9780749476250
Verlag: Kogan Page, 2015

Inhaltsangabe

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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Über die Autorinnen und Autoren

Clive Humby is chairman and founder of leading marketing analysts: dunnhumby. He is the chief information architect behind Tesco Customer Management and its segmentation programme. Clive is Visiting Professor, Integrated Marketing, at Northwestern University, Chicago and Industrial Fellow at Kingston University.

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

Tim Phillips is a well-known business journalist and broadcaster. The author of two previous books, he writes regularly for the mainstream press, including The Wall Street Journal Europe, The International Herald Tribune, The Guardian and The Observer, and appears on BBC TV and Radio and Sky News.

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Verlag
Kogan Page
Erscheinungsdatum
2015
Sprache
Englisch
ISBN 10 
0749476257
ISBN 13 
9780749476250
Einband
Gebundene Ausgabe
Anzahl der Seiten
304
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
gpsr@libri.de
gpsr@libri.de

Friedensallee 273
Hamburg
22763
Deutschland

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9780749453381: Scoring Points: How Tesco Continues To Win Customer Loyalty

Vorgestellte Ausgabe

ISBN 10:  0749453389 ISBN 13:  9780749453381
Verlag: Kogan Page, 2008
Softcover