Scoring Points is one of the seminal marketing books of the last decade. It tells the story of how British supermarket chain Tesco conceived, launched, and developed its hugely successful Clubcard program. Clive Humbly and Terry Hunt, two major influences behind Tesco’s spectacular transformation, and Tim Phillips, a leading business writer and broadcaster, bring us a compelling behind-the-scenes account of Clubcard — the successes, the failures, and the lessons learned. The authors show how Tesco made customer loyalty marketing work, even when almost every other loyalty program failed. The story demonstrates what can be achieved through vision, a strong team ethic, and a company-wide commitment to customer satisfaction.
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