Abstract
This is a case of how for the first time Customer Relationship Management has been used in the casino industry. Harrah's Entertainment Inc. had many casinos in US but it was difficult for it to compete with giants like MGM Mirage etc. since they spent a lot of money on glamour and pomp. The CEO of Harrah's brought in an Associate Professor at Harvard to help him device a strategy to increase their profits. The professor who had never stepped into a casino before brought about a turnaround of sorts by increasing the earnings from the same customers by using a unique strategy.
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