Swipinga 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, twokey members ofthe 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.
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这本书（电子版）真精彩，详细的介绍Tesco与Walmart、Siainsbury经营理念的差别，后来组建会员计划Clubcard，又介绍与Airmiles以及Nectar竞争、合作过程，非常详细的阐述了该会员计划经营过程中的问题及改善。堪称一部经典的英国零售行业竞争史！
评分这本书（电子版）真精彩，详细的介绍Tesco与Walmart、Siainsbury经营理念的差别，后来组建会员计划Clubcard，又介绍与Airmiles以及Nectar竞争、合作过程，非常详细的阐述了该会员计划经营过程中的问题及改善。堪称一部经典的英国零售行业竞争史！
评分这本书（电子版）真精彩，详细的介绍Tesco与Walmart、Siainsbury经营理念的差别，后来组建会员计划Clubcard，又介绍与Airmiles以及Nectar竞争、合作过程，非常详细的阐述了该会员计划经营过程中的问题及改善。堪称一部经典的英国零售行业竞争史！
评分这本书（电子版）真精彩，详细的介绍Tesco与Walmart、Siainsbury经营理念的差别，后来组建会员计划Clubcard，又介绍与Airmiles以及Nectar竞争、合作过程，非常详细的阐述了该会员计划经营过程中的问题及改善。堪称一部经典的英国零售行业竞争史！
评分这本书（电子版）真精彩，详细的介绍Tesco与Walmart、Siainsbury经营理念的差别，后来组建会员计划Clubcard，又介绍与Airmiles以及Nectar竞争、合作过程，非常详细的阐述了该会员计划经营过程中的问题及改善。堪称一部经典的英国零售行业竞争史！
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