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    Managing Customer Profitability at the MGM Grand Hotel (Spanish version)

    Campbell, Dennis ; Martinez-Jerez, F. Asis ; Epstein, Marc J. ; Bellin, Joshua

    • Reference: HBS-113S07

    • Year: 2005

    • Number of pages: 26

    • Geographic Setting: Nevada

    • Publication Date: Mar 29, 2006

    • Fecha de edición: Sep 12, 2006

    • Source: HBSP (USA)

    • Type of Document: Case

    • Industry Setting: Gaming

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    Description

    The MGM Grand Hotel in Las Vegas had detailed information on loyal gaming customers, but could its information systems also be tailored to nongaming customers? As the nongaming business sectors became increasingly profitable both at the MGM Grand and in Las Vegas generally, understanding the nongaming customers appeared to be of critical importance to the continuing growth of the resort.

    Keywords

    Change management Customer profitability Customer relationship management Information management Marketing Marketing information systems Profitability Profitability analysis