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Bob Schmetterer, President and CEO, Havas and "Scoring Points demonstrates the possibility of transforming a brand, a category, a company and ultimately an entire industry through a brilliant business understanding and creativity. The book is filled with insightful multi-disciplinary examples and detailed data analysis. The authors provide not only an account of Tesco Clubcard's ground-breaking programme but also the story of exactly why it flourishes. As someone who believes deeply in the power of creative business thinking, I recommend this book as an absolute must read for anyone who has to connect with today's consumer." |
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