Overview
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.
Full Product Details
Author: Terry Hunt ,
Terry Hunt ,
Tim Phillips
Publisher: Kogan Page Ltd
Imprint: Kogan Page Ltd
Edition: Re-issue
Dimensions:
Width: 16.30cm
, Height: 2.30cm
, Length: 24.00cm
Weight: 0.617kg
ISBN: 9780749476250
ISBN 10: 0749476257
Pages: 304
Publication Date: 03 January 2015
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Professional & Vocational
Format: Hardback
Publisher's Status: Active
Availability: In Print
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.
Reviews
Thought provoking. -- Chain Store Age Thought provoking. --Chain Store Age This is the future of marketing. Read it and profit. --Professor Don Shultz Northwestern University
This is the future of marketing. Read it and profit. --Professor Don Shultz Northwestern University
This is the future of marketing. Read it and profit. -- Prof. Don Shultz, Northwestern University
Author Information
Clive Humby is chairman and founder of the world's leading customer science company dunnhumby. He is the chief information architect behind Tesco Customer Management and its segmentation programme. Clive is Visiting Professor of Integrated Marketing at Northwestern University and Industrial Fellow at Kingston University. Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include the AA, Barclays, British Gas, Cadbury's, The Economist, MINI, National Savings and Tesco. Along with Clive, Terry was a major influence behind the development, launch and creative management of Tesco Clubcard. Tim Phillips is a renowned business journalist and broadcaster. He is the author of Knockoff, also published by Kogan Page.
