Scoring Points

How Tesco Continues to Win Customer Loyalty
Re-issue
ISBN: 978-0-7494-7625-0
Verlag: Kogan Page

Buch, Englisch, 304 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 625 g

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.

Autoren/Hrsg.

Humby, Clive

Phillips, Tim

Hunt, Terry

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaft: Sachbuch, Ratgeber
• Wirtschaftswissenschaften Wirtschaftswissenschaften Unternehmensgeschichte, Einzelne Branchen und Unternehmer

Inhaltsverzeichnis

• • Chapter - 00: Introduction;
  • Chapter - 01: Questions of loyalty;
  • Chapter - 02: Making loyalty pay;
  • Chapter - 03: Clubcard on trial;
  • Chapter - 04: Because we can;
  • Chapter - 05: Every little helped;
  • Chapter - 06: Data, lovely data;
  • Chapter - 07: Four Christmases a year;
  • Chapter - 08: You are what you eat;
  • Chapter - 09: Lifestyles become habits;
  • Chapter - 10: Launching a bank;
  • Chapter - 11: Babies, beauty and wine;
  • Chapter - 12: A bigger deal;
  • Chapter - 13: From mouse to house;
  • Chapter - 14: Back to basics;
  • Chapter - 15: Clubcard overseas;
  • Chapter - 16: ‘Tesco’s most potent weapon’

Über Autor(innen)

Hunt, Terry
Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. His clients include Tesco, the AA, British Gas, MINI, The Economist, Cadbury's, National Savings, and Barclays.

Humby, Clive
Clive Humby is chairman and founder of leading marketing analysts: dunnhumby. He is the chief information architect behind Tesco Customer Management and its segmentation programme. Clive is Visiting Professor, Integrated Marketing, at Northwestern University, Chicago and Industrial Fellow at Kingston University.

Phillips, Tim
Tim Phillips is a well-known business journalist and broadcaster. The author of two previous books, he writes regularly for the mainstream press, including The Wall Street Journal Europe, The International Herald Tribune, The Guardian and The Observer, and appears on BBC TV and Radio and Sky News.

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.