Scoring Points: How Tesco Continues to Win Customer Loyalty
Russell, Ken; Barends, Eric; Phillips, Tim
Language: English
Published by Kogan Page, 2008
- Softcover
- Used
Seller: ThriftBooks-Dallas, Dallas, TX, U.S.A.ThriftBooks-Dallas
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Condition: Used - Very good
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Add to basketItem description from seller
May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less.
Seller Inventory # G0749453389I4N00
- Title
- Scoring Points: How Tesco Continues to Win Customer Loyalty
- Author
- Russell, Ken; Barends, Eric; Phillips, Tim
- Publisher
- Kogan Page
- Publication year
- 2008
- Condition
- Very Good
- Dust jacket
- No Jacket
- Binding
- Paperback
- Language
- English
- ISBN 10
- 0749453389
- ISBN 13
- 9780749453381
- Edition
- 2nd Edition
- Item weight
- 1.06 pounds
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.
"Synopsis" may belong to another edition of this title.
About the Author
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.
"About the title" may belong to another edition of this title.
ThriftBooks-Dallas
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