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商品編號： 9-501-010 出版日期： 2000/10/12 作者姓名： Deighton, John;Shoemaker, Stowe 商品類別： Marketing 商品規格： 18p 再版日期： 2005/11/08 地域： California 產業： Accommodations 個案年度： 1999 - 1999
商品敘述：
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.
涵蓋領域：
Managing conflicts;Customer retention;Business and government relations;Branding;Competitive strategy;Strategy execution;Cross-functional management;Customer relationship management
相關資料：
, (9-501-059), 14p, by John Deighton;, (XLS195), 0p, by John Deighton, Stowe Shoemaker
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