SCORING POINTS: HOW TESCO CONTINUES TO WIN CUSTOMER LOYALTY
Book ID/图书代码： 07682015B78377
English Summary/英文概要： 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.
Chinese Summary/中文概要： 《得分点》是一本引人注目的戏剧性的内情故事，从一个项目的观点来阐述，乐购是如何构思、启动和发展起来的。它详细阐述了乐购是如何收集、分析和利用客户的数据来成为一个零售巨头，当其他所有项目都不起作用的时候使客户忠诚的营销管用了。通过用现今信息技术配对的忠诚计划，乐购对了解客户设立了一个新标准。
此书是过去十年中最为畅销的开创性营销书籍之一。一个可透过视觉来讲述的迷人故事，一个能让客户满意的强大团队道德意识和全公司的承诺，一份激励职场人的阅读，从初级营销或在FMCG环境下工作的销售人员，适合任何一个从业者来更好地分析他们的客户群。(LNL)
Awards/获奖情况：“揭示了乐购作为一个品牌为何如此有气势。读了此书之后且看一个简单的创意理念如何改变整个公司。它真是太好读了！”——David Jones, CEO，灵智全球
"Explains why Tesco has such momentum as a brand. Read it and see how a simple creative business idea has transformed an entire company. It’s a damn good read too."-- David Jones, CEO, Euro RSCG Worldwide
About the Author/作者介绍： Clive Humby是全球领先的客户科技公司dunnhumby的董事长和创始人。他是乐购客户管理和分割程序背后的首席信息架构师。Clive是西北大学整合营销的客座教授和Kingston大学的工业研究员。
Terry Hunt是世界上最大的直销机构之一的EHS Brann的董事长。他的客户包括AA, Barclays,，英国天然气公司、吉百利，经济学家，MINI，国民储蓄和乐购。和Clive一起，Terry是乐购俱乐部的研制和创意管理背后的主要影响力。
Tim Phillips是一个著名的商业记者和播音员。他是由 Kogan Page发行的《仿冒》的著者。
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.
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
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