Description
Book SynopsisClive 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.
Table of Contents
- Chapter - 00: Introduction;
- Chapter - 01: Questions of loyalty;
- Chapter - 02: Making loyalty pay;
- Chapter - 03: Clubcard on trial;
- Chapter - 04: Because we can;
- Chapter - 05: Every little helped;
- Chapter - 06: Data, lovely data;
- Chapter - 07: Four Christmases a year;
- Chapter - 08: You are what you eat;
- Chapter - 09: Lifestyles become habits;
- Chapter - 10: Launching a bank;
- Chapter - 11: Babies, beauty and wine;
- Chapter - 12: A bigger deal;
- Chapter - 13: From mouse to house;
- Chapter - 14: Back to basics;
- Chapter - 15: Clubcard overseas;
- Chapter - 16: ‘Tesco’s most potent weapon’
