Scoring Points: How Tesco Continues to Win Customer Loyalty PDF (Adobe DRM) download by Clive Humby

Scoring Points: How Tesco Continues to Win Customer Loyalty

Kogan Page
Publication date: September 2008
ISBN: 9780749460129
Digital Book format: PDF (Adobe DRM)

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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.
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Other books by Clive Humby
Scoring Points: How Tesco Continues to Win Customer Loyalty ePub (Adobe DRM) download by Clive Humby
Scoring Points: How Tesco Continues to Win Customer Loyalty
Clive Humby & Terry Hunt & Tim Phillips
Kogan Page, September 2008
ISBN: 9780749447526
Format: ePub
List Price: $39.99 Our price: $36.99