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.

【書誌情報】

ページ数：18ページ

サイズ：A4

商品番号：HBSP-501010

発行日：2000/10/12

登録日：2011/7/29