【案例名称】Hilton HHonors Worldwide: Loyalty Wars

【作者】John Deighton, Stowe Shoemaker  

【页数】18

【格式】PDF

【语言】英语

【出版日期】2000年10月12日

【修订日期】2005年11月8日

【学科】市场营销 (Marketing)

【案例编号】501010-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/501010-PDF-ENG

【简介】

Hilton Hotels regards the frequent guest program as the industry's most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in industries with a very distinct "heavy half" to their customer base, and lets students debate what to do when Sheraton and Westin seemingly overdo a good thing.

【学习目标】

Explores the economics of loyalty marketing.

【涉及课题】

Customer relationship management; Customer retention

【背景】

    * Geographic: California
    * Industry: Lodging
    * Company Revenue: $1 billion revenues
    * Event Year Begin: 1999
    * Event Year End: 1999

【下载】

http://www.mbabbs.com/thread-1537-1-1.html