Scoring Points: How Tesco Is Winning Customer Loyalty
Author: Clive Humby, Terry Hunt, Tim Phillips
List Price: $39.95
Our Price: Click to see the latest and low price
ISBN: 074943578X
Publisher: Kogan Page Ltd (March, 2004)
Sales Rank: 22,638
Average Customer Rating: 5 out of 5
Customer Reviews
Rating: 5 out of 5
The future of marketing
Excellent book
As a Marketing Graduate student we have had to read countless books into what the future holds, what the trends are, and how to become more successful in making relevant and valuable propositions for our clients. After a while you see how some books and ideas just run into each other with out making new contributions to the fieldScoring Points helps break that mold.
Clive Humby tells the story of how Tesco has managed to become one of the most successful retailers in the world, and not just talking about the high level conceptual thinking that marketers dream about, but actually performing and executing on those high end ideas.
key points; get to know your customers, Essential customer genius, great insights and one to one marketing on steroids.
Similar Products
The Customer Loyalty Solution : What Works (and What Doesn't) in Customer Loyalty Programs
Loyalty Marketing: The Second Act
Customer Intelligence
Store Wars : The Battle for Mindspace and Shelfspace
How Customers Think: Essential Insights into the Mind of the Market
Book Index