Name: Scoring Points: How Tesco Continues to win Customer Loyalty (en Inglés)
Price: 90190.00 CLP
Availability: InStock
Author: Clive Humby; Tim Phillips; Terry Hunt
ISBN: 9780749476250

Formato

Libro Físico

Editorial

Kogan Page

Autor

Clive Humby; Tim Phillips; Terry Hunt

Año

2008

Idioma

Inglés

N° páginas

304

Encuadernación

Tapa Dura

ISBN13

9780749476250

N° edición

Categorías

Scoring Points: How Tesco Continues to win Customer Loyalty (en Inglés)

Clive Humby; Tim Phillips; Terry Hunt (Autor) · Kogan Page · Tapa Dura

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Reseña del libro "Scoring Points: How Tesco Continues to win Customer Loyalty (en Inglés)"

Swiping a grocery store's loyal-customer card has become second nature to shoppers these days. Scoring Points, one of the seminal marketing books of the last decade, tells the story of how British supermarket chain Tesco conceived, launched and developed its hugely successful Clubcard program -- and transformed itself into a winning brand. Authors Clive Humby and Terry Hunt, two key members of the project, and Tim Phillips, a leading business writer and broadcaster, bring a compelling, behind-the-scenes account of Clubcard -- the successes, failures and lessons learned. They show how Tesco made customer loyalty marketing work, even when almost every other loyalty program failed, thanks to vision, a strong team ethic and a company-wide commitment to customer satisfaction. It includes three new chapters, including an examination of the US retail market and the authors' work with both Tesco and Kroger.