【案例名称】Hilton Hotels: Brand Differentiation through Customer Relationship Management

【作者】Lynda M. Applegate, Gabriele Piccoli, Chekitan S. Dev

【页数】18

【格式】PDF

【语言】英语

【出版日期】2008年7月23日

【学科】策略 (Strategy)

【案例编号】809029-PDF-ENG

【来源】Harvard Business School

【网页】http://cb.hbsp.harvard.edu/cb/product/809029-PDF-ENG

【简介】

This case analyzes the Hilton Hotels Corporation's CRM strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a comprehensive history of the evolution and IT enablers of Hilton's CRM Initiative, as well as the proprietary OnQ enterprise system. The case thus offers a rare opportunity to engage in a longitudinal evaluation of the firm's CRM initiative, and to enable students to propose the future evolution of the initiative based on their analysis.

【涉及课题】

Customer relationship management; Information systems; Information technology; Marketing

【背景】

• Geographic: United States
• Industry: Lodging
• Event Year Begin: 2007
  

【下载】

http://www.mbabbs.com/thread-75-1-1.html