Diamonds in The Data Mine  

Oleh:

Loveman, Gary W.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 81 no. 5 (2003), page 109-115.
Topik: ABSTRACT; customer relations; customer retention; customer service; data bases; market segmentation; marketing information systems; marketing planning; marketing strategy

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.22 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Harrah's Entertainment may not offer the most dazzling casinos in the business, but it is the most profitable gaming company in the United States. Since 1998, Harrah's has recorded 16 straight quarters of same - store revenue growth. It boasts the most devoted clientele in the casino industry, a business notorious for fickle customers. In this article, Harrah's Entertainment CEO and former Harvard Business School Professor Gary Loveman explains how his company has trumped its competitors by mining customer data, running experiments using customer information, and using the findings to develop and implement marketing strategies that keep customers coming back for more. Harrah's identified its best customers - who were not typical high rollers - and taught them to respond to the casino's marketing efforts in a way that added to their individual value. The company's customer preference data were collected through its Total Rewards incentive program ; in addition, it used decision - science - based analytical tools and database marketing. This deep data mining has succeeded because Harrah's has simultaneously maintained its focus on satisfying its customers. Loveman outlines the specific strategies and employee - performance measures that Harrah's uses to nurture customer loyalty across its 26 casinos.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali