Scoring Points: How Tesco Continues to Win Customer Loyalty

Russell, Ken; Barends, Eric; Phillips, Tim

ISBN 10: 0749453389 / ISBN 13: 9780749453381

Published by Kogan Page, 2008

Former library book; Readable copy. Pages may have considerable notes/highlighting. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G0749453389I5N10

Synopsis:

<p><b>Scoring Points</b> 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.<br><br><b>Scoring Points </b>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.</p>

About the Authors: <b>Clive Humby</b> 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.

<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.

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

Bibliographic Details

Title: Scoring Points: How Tesco Continues to Win ...
Publisher: Kogan Page
Publication Date: 2008
Binding: Paperback
Condition: Fair
Dust Jacket Condition: No Jacket
Edition: 2nd Edition