Clive Humby: Scoring Points | Taschenbuch

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Beschreibung

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.

Über den Autor

Clive Humby is Visiting Professor, Integrated Marketing, at Northwestern University and chief information architect of Tesco Customer Management. Terry Hunt is chairman of EHS Brann, one of the largest direct marketing agencies in the world. Tim Phillips is a journalist and author of Knockoff (Kogan Page).

Zusammenfassung

How Tesco transformed itself into a winning brand

Compelling inside story of the world’s most successful retail loyalty scheme

Includes an examination of the US retail market and the authors' work with both Tesco and leading retailer Kroger

“This is the future of marketing. Read it and profit.”

Professor Don Schultz, Northwestern University, USA

Inhaltsverzeichnis

1. Questions of loyalty

2. Making loyalty pay

3. Clubcard on trial

4. Because we can

5. Every little helped
6. Data, lovely data

7. Four Christmases a year

8. You are what you eat

9. Lifestyles become habits

10. Launching a bank

11. Babies, beauty and wine

12. A bigger deal

13. From mouse to house

14. Back to basics

15. Clubcard overseas

16. 'Tesco's most potent weapon'

Details

Erscheinungsjahr:	2008
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9780749453381
ISBN-10:	0749453389
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Humby, Clive Phillips, Tim Hunt, Terry
Hersteller:	Kogan Page
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	234 x 156 x 17 mm
Von/Mit:	Clive Humby (u. a.)
Erscheinungsdatum:	01.09.2008
Gewicht:	0,468 kg