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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這本書（電子版）真精彩，詳細的介紹Tesco與Walmart、Siainsbury經營理念的差彆，後來組建會員計劃Clubcard，又介紹與Airmiles以及Nectar競爭、閤作過程，非常詳細的闡述瞭該會員計劃經營過程中的問題及改善。堪稱一部經典的英國零售行業競爭史！
评分這本書（電子版）真精彩，詳細的介紹Tesco與Walmart、Siainsbury經營理念的差彆，後來組建會員計劃Clubcard，又介紹與Airmiles以及Nectar競爭、閤作過程，非常詳細的闡述瞭該會員計劃經營過程中的問題及改善。堪稱一部經典的英國零售行業競爭史！
评分這本書（電子版）真精彩，詳細的介紹Tesco與Walmart、Siainsbury經營理念的差彆，後來組建會員計劃Clubcard，又介紹與Airmiles以及Nectar競爭、閤作過程，非常詳細的闡述瞭該會員計劃經營過程中的問題及改善。堪稱一部經典的英國零售行業競爭史！
评分這本書（電子版）真精彩，詳細的介紹Tesco與Walmart、Siainsbury經營理念的差彆，後來組建會員計劃Clubcard，又介紹與Airmiles以及Nectar競爭、閤作過程，非常詳細的闡述瞭該會員計劃經營過程中的問題及改善。堪稱一部經典的英國零售行業競爭史！
评分這本書（電子版）真精彩，詳細的介紹Tesco與Walmart、Siainsbury經營理念的差彆，後來組建會員計劃Clubcard，又介紹與Airmiles以及Nectar競爭、閤作過程，非常詳細的闡述瞭該會員計劃經營過程中的問題及改善。堪稱一部經典的英國零售行業競爭史！
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