Scoring Points: How Tesco is Winning Customer Loyalty

Humby, Clive, Hunt, Terry, Phillips, Tim

ISBN 10: 074943578X / ISBN 13: 9780749435783

Published by Kogan Page Business Books, 2004

Good condition. Good dust jacket. A copy that has been read but remains intact. May contain markings such as bookplates, stamps, limited notes and highlighting, or a few light stains. Seller Inventory # D15L-00377

Synopsis:

<p><b>Praise and Reviews</b><br><br>"If you`re in marketing and you don`t know the Tesco story, you`re using antiquated techniques and approaches. This is the future of marketing. Read it and profit."<br><br>Professor Don Schultz, Northwestern University, USA<br><br>"A host of exciting insights into one of the most important developments in marketing in two decades."<br><br>Simon Waugh, Group Marketing Director, Centrica<br><br>"Filled with insightful multidisciplinary examples and detailed data analysis . . . an absolute must read for anyone who has to connect with today`s consumer."<br><br>Bob Schmetterer, Chairman and CEO, Euro RSCG Worldwide<br><br>"Ten million shoppers can`t be wrong. Here you can find out why."<br><br>THE BOOKSELLER, July 2003<br><br>Tesco Clubcard is the world's most successful retail loyalty scheme.<br><br>Since 1995, Tesco has transformed its relationship with its customers. Today, it is not only the United Kingdom's number one retailer, but also the world's most successful Internet supermarket, one of Europe's fastest growing financial service companies and arguably one of the world's most successful exponents of Customer Relationship Management (CRM).<br><br>Scoring Points is the dramatic, previously untold story of how 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. They give a vivid insight into why Clubcard enjoys unparalleled success and the benefits for Tesco and more importantly its customers.<br><br>Scoring Points is one of the seminal marketing stories 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.

Bibliographic Details

Title: Scoring Points: How Tesco is Winning ...
Publisher: Kogan Page Business Books
Publication Date: 2004
Binding: Hardcover
Condition: Good
Dust Jacket Condition: Dust Jacket Included