یادداشتهای مربوط به کتابنامه ، واژه نامه و نمایه های داخل اثر
متن يادداشت
Includes bibliographical references and index.
یادداشتهای مربوط به مندرجات
متن يادداشت
1. Questions of loyalty -- In the beginning -- What is loyalty? -- The secrets of success -- Is customer loyalty genuine? -- 2. Making loyalty pay -- The economics of loyalty marketing -- Playing a zero sum game -- The foundations of a loyalty scheme -- Four loyalty 'currencies' -- Does a loyalty programme pay? -- 3. Clubcard on trial -- The trials -- Tesco and loyalty in history -- Project Omega -- The DNA of loyalty -- Rediscovering the customer -- 4. Because we can -- The national launch -- The need for speed -- Electronic Green Shield Stamps catch on -- What made the launch a success? -- 5. Every little helped -- The Clubcard effect -- The loyalty contract -- The first quarterly mailing -- Waiting for the zero sum effect -- Maintaining momentum -- 6. Data, lovely data -- Drinking from the fire hose -- Measuring customer loyalty -- The problems with data warehouses -- Making a warehouse work -- What Tesco learnt about data -- 7. Four Christmases a year -- The Banana Man of Worcester -- To mail, or not to mail? -- Auditing the Clubcard statement -- Licensed to print money -- What Tesco learnt about mail -- 8. The quarterly me -- Clubcard Magazine -- Segmenting the magazine -- Keeping the magazine fresh -- 9. You are what you eat -- Five years of work -- Five problems for the data to solve -- The loyalty cube -- Discovering that you are what you eat -- Baskets become buckets -- Buckets become lifestyles -- 10. Lifestyles become habits -- Using all the data -- The rolling ball -- Shopping habits -- Big brother -- Segments at work -- 11. Launching a bank -- Clubcard Plus -- Outbanking the banks -- The bank of Tesco -- Sainsbury's bites back -- A new way of banking -- The Clubcard effect in a new business -- 12. Babies, beauty and wine -- Strengthening the bond -- The inner circle -- Baby Club -- Clubcard pizza -- What Tesco learnt about 'sub-clubs' -- 13. A bigger deal -- Partners for Clubcard -- Solo, shared and outsourced -- The early Clubcard partnerships -- Clubcard deals -- Deals becomes freetime -- 14. From mouse to house -- 'It's our job to make home shopping work' -- Tesco on the Internet -- Real shoppers, real stores, real advantage -- The bubble that didn't burst -- How it's different online -- Becoming a non-food e-tailer -- How Clubcard helped Tesco.com -- 15. Five challenges for the future -- Ten years on -- Can Clubcard become a global scheme? -- Can Clubcard remain the most popular loyalty programme in the UK? -- Can Clubcard make promotions work better? -- Can Clubcard issue instant rewards? -- Can Clubcard help Tesco's suppliers? -- The customer contract renewed.
بدون عنوان
0
یادداشتهای مربوط به خلاصه یا چکیده
متن يادداشت
The story of how Tesco used Clubcard - its loyalty scheme - to reinvent itself and its relationship with its customers, in the words of the people who were there.
ویراست دیگر از اثر در قالب دیگر رسانه
عنوان
Scoring points.
شماره استاندارد بين المللي کتاب و موسيقي
074943578X
نام تنالگان به منزله موضوع
موضوع مستند نشده
Tesco (Firm)-- History-- 20th century.
موضوع مستند نشده
Tesco (Firm)
موضوع (اسم عام یاعبارت اسمی عام)
موضوع مستند نشده
Customer loyalty programs, Case studies.
موضوع مستند نشده
BUSINESS & ECONOMICS-- Customer Relations.
موضوع مستند نشده
Customer loyalty programs.
مقوله موضوعی
موضوع مستند نشده
BUS-- 018000
موضوع مستند نشده
KMP
رده بندی ديویی
شماره
658
.
8/12
ويراست
22
رده بندی کنگره
شماره رده
HF5415
.
525
نشانه اثر
.
H85
2004
نام شخص به منزله سر شناسه - (مسئولیت معنوی درجه اول )