商品敘述：

This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. 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.

涵蓋領域：

Customer relationship management;Databases;Service management

相關資料：

Case Teaching Note, (5-502-091), 10p, by Rajiv Lal;
Video Short, (6515), 0p, by John Deighton;
Spreadsheet Supplement, (XLS200), 0p, by Rajiv Lal, Patricia Martone Carrolo

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