Scoring Points : How Tesco Continues to Win Customer Loyalty

Name: Scoring Points
Brand: Kogan Page Ltd
SKU: 9780749453381
Price: 6150 KES
Availability: OutOfStock
ISBN: 9780749453381

2 Revised edition

by Terry Hunt

Book Details

Format Paperback / softback

ISBN-10 0749453389

ISBN-13 9780749453381

Edition 2 Revised edition

Publisher Kogan Page Ltd

Imprint Kogan Page Ltd

Country of Manufacture GB

Country of Publication GB

Publication Date Aug 3rd, 2008

Print length 312 Pages

Weight 470 grams

Dimensions 23.20 x 15.50 x 1.70 cms

Product Classification: Market research Customer services

KSh 6,150.00

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Go behind the scenes at Tesco and learn best practice from the successes and failures of their development of the world's most successful retail loyalty scheme.

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.

Get Scoring Points by Terry Hunt at the best price and quality guaranteed only at Werezi Africa's largest book ecommerce store. The book was published by Kogan Page Ltd and it has 312 pages.