Scoring Points: How Tesco Continues to Win Customer Loyalty

Humby, Clive; Hunt, Terry; Phillips, Tim

ISBN 10: 0749447524 ISBN 13: 9780749447526
Published by Kogan Page, 2007
Used Hardcover

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Synopsis:

<p>Scoring Points tells the dramatic story of how Tesco Clubcard was conceived, launched and developed. Clive Humby and Terry Hunt, two major influences behind Tesco's spectacular transformation, and Tim Phillips, a leading business writer and broadcaster, bring us a compelling behind-the-scenes account of Clubcard: the successes, the failures and the lessons learnt.<br><br> The authors show how Tesco made customer loyalty marketing work, when almost every other loyalty programme failed, the benefits for Tesco and its customers.<br><br> 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.</p>

About the Author: <b>Terry Hunt </b>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.

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Bibliographic Details

Title: Scoring Points: How Tesco Continues to Win ...
Publisher: Kogan Page
Publication Date: 2007
Binding: Hardcover
Condition: very_good
Edition: 2nd Edition

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