Scoring Points: How Tesco Continues to Win Customer Loyalty

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One of the seminal marketing books of the last decade, this text tells the story of how British supermarket chain Tesco conceived, launched, and developed its hugely successful Clubcard program. The authors show how Tesco made customer loyalty marketing work, even when almost every other loyalty program failed.

Scoring Points: How Tesco Continues to Win Customer Loyalty 2007, Kogan Page, London, England

ISBN-13: 9780749447526

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