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Marketing Management Case Study

Case Title:

Customer Relationship Management at Harrah’s Entertainment

Publication Month and Year :  July 2009

Authors: Bindu K, Ganesan S

Industry:  Entertainment

Region: Global

Case Code:  MM0008

Teaching Note:  Not Available

Structured Assignment:  Not Available


The casino industry in the US was considered to be one with a large number of fickle customers. The operators were forced to continuously change, renew, and rejuvenate themselves in order to survive in the industry. In this regard, players like MGM, Caesars and Mandalay resorts were concentrating on building replicas of the Eiffel Towers, volcanoes and sinking ships in order to lure customers. Harrah’s, on the other hand, focused on customer relationship management (CRM). Harrah’s had developed a CRM programme way back in 1998, and in 2003, it saved $20 million a year in overall costs and earned $1.23 billion in cross- market play.

Pedagogical Objective:

  • To discuss how Harrah’s used the database of customers (which recorded the spending, shopping and gambling patterns at all the different properties of Harrah's in real time) to treat them better and thereby establish, strengthen and convert relationship.

Keywords : Customer relationship management; CRM, Customer Loyalty, Relationship marketing; Competitive advantage; Low price; Extended customer benefit, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA; Marketing Course Case Map; Course Case Map; Case Map


  • Casino Industry in the US
  • Harrah's Entertainment
  • Harrah's CRM Evolution
  • Components of CRM
  • Total Rewards
  • Decision Science
  • Revenue Management

  • Personal Contact Management
  • Harrah's Future Outlook
  • Major Players - Caesars Entertainment
  • Major Players - Caesars Entertainment
  • Major Players - MGM Mirage
  • Major Players - Mandalay Resort

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