Publications
Publications
- March 2006 (Revised September 2006)
- HBS Case Collection
Slots, Tables, and All That Jazz: Managing Customer Profitability at the MGM Grand Hotel
By: Dennis Campbell, Francisco de Asis Martinez-Jerez, Marc Epstein and Joshua Bellin
Abstract
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
Games, Gaming, and Gambling; Customer Relationship Management; Customer Value and Value Chain; Entertainment and Recreation Industry; Accommodations Industry; Nevada
Citation
Campbell, Dennis, Francisco de Asis Martinez-Jerez, Marc Epstein, and Joshua Bellin. "Slots, Tables, and All That Jazz: Managing Customer Profitability at the MGM Grand Hotel." Harvard Business School Case 106-029, March 2006. (Revised September 2006.)