ハラーズ・エンターテイメントのCEOが直面している状況について説明している。低ローラーをターゲットとしたマーケティングで成功をおさめた同社のCEOは、彼らがおこなってきたマーケティング活動が同社の全体的なパフォーマンスにどの程度貢献したか、そしてこれらのマーケティング結果が単発のイベントであったか、特に競合が同様のプログラムを導入したときに毎年達成できるかどうかを知りたいと考えていた。 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.

【書誌情報】

ページ数：34ページ

サイズ：A4

商品番号：HBSP-518J06

発行日：2001/10/25

登録日：2020/3/3