【案例名称】Hilton HHonors Worldwide: Loyalty Wars
【作者】John Deighton, Stowe Shoemaker
【页数】18
【格式】PDF
【语言】英语
【出版日期】2000年10月12日
【修订日期】2005年11月8日
【学科】市场营销 (Marketing)
【案例编号】501010-PDF-ENG
【来源】HBS Premier Case Collection
【网页】http://cb.hbsp.harvard.edu/cb/product/501010-PDF-ENG
【简介】
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.
【学习目标】
Explores the economics of loyalty marketing.
【涉及课题】
Customer relationship management; Customer retention
【背景】
* Geographic: California
* Industry: Lodging
* Company Revenue: $1 billion revenues
* Event Year Begin: 1999
* Event Year End: 1999
【下载】
http://www.mbabbs.com/thread-1537-1-1.html