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 researchCustomer 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.
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