Harrah's Entertainment, a US casino manager/owner, adopted the slogan "an enterprise view of the customer" as a CRM strategy. To make it real the company set up a database into which all customer information was entered from all areas of the business and each gambling transaction made by card holders flowed into the database. The…

BPIR Categories

4.1.4 Develop & implement marketing strategy
1.3.1 Build customer relationships

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