【案例名称】Harrah's Entertainment, Inc.

【作者】Rajiv Lal, Patricia Martone Carrolo

【页数】27

【格式】PDF

【语言】英语

【出版日期】2001年10月25日

【修订日期】2004年6月14日

【学科】市场营销 (Marketing)

【案例编号】502011-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/502011-PDF-ENG

【简介】

Describes a situation facing Philip Satre, chairman and CEO of Harrah's Entertainment, Inc. Satre was reading a May 2000 Wall Street Journal story that discussed the company's marketing success in targeting low rollers, the 100% growth in stock price and profits in the year to December 1999, and the revenue growth of 50%, which significantly outpaced the industry. The exciting articles aroused Satre's desire to know more about the activities of his then COO, Gary Loveman, and his team of "propeller heads" with respect to their database marketing efforts and the Total Reward Program. Satre was interested in two questions: He wanted to know how much these marketing efforts had contributed to Harrah's overall performance and whether these marketing results were a one-shot event or could be achieved year after year, especially as the competition introduced similar programs.

【学习目标】

Provides the opportunity to assess the short-term and long-term benefits of database marketing and loyalty programs.

【涉及课题】

Customer relationship management; Databases; Loyalty; Service management

【背景】

    * Geographic: Nevada
    * Industry: Gaming
    * Company Revenue: $3 billion revenues
    * Event Year Begin: 2000
    * Event Year End: 2000

【下载】

http://www.mbabbs.com/thread-1542-1-1.html