Book 1

The Compu-mark Directory of U.S. Trademarks

The Compu-mark Directory of U.S. Trademarks

Who Owns Whom

Who Owns Whom

Scoring Points

Scoring Points

Kogan Page Publishers. 2008

Scoring Points is the compelling and dramatic inside story, told from a project point of view, of how the Tesco Clubcard was conceived, launched and developed. It explains in detail how Tesco collected, analysed and used customer data to become a retail giant, making customer loyalty marketing work when almost every other programme failed. By pairing its loyalty scheme with sophisticated information technology, Tesco set a new standard for knowing your customer. Scoring Points is one of the...

Fundamentals of Marketing

Fundamentals of Marketing

Routledge. 2007

Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life...

The Guardian Index

The Guardian Index