Discusses the management team, which used computer-based information for the micro-market and provide outstanding products and services in a highly competitive market. The company is one of the leading companies in the gaming industry, and their extensive internal system allowed them to track the complete history of the client, play behavior, and even down to the individual returns. Explores the management priorities and opportunities to use this information to create superior services offered product. Teaching purpose: to show alternatives to micro-manage the market in services. To communicate new marketing opportunities enabled by information technology. To study / communicate the new role of senior management in managing the MIS / marketing systems. "Hide
by John J. Sviokla, John Langbert Source: Harvard Business School 24 pages. Publication Date: March 9, 1992. Prod. #: 192105-PDF-ENG
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