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1、HBR.ORGJune2011reprintr1106MTimeforaUnifiedcasestudyCampaign?alegreHotelshastraditionallyleftpromotiontoeachofitsdiverseproperties.Butaloomingcrisismaycallforanewstrategy.byMarcoBertiniandJohnT.GourvilleWhichpromotionalstrategyshouldFernandopursue?Expertcomme
2、ntarybyRaúlGonzálezandKevinLaneKellerexpeRienceFORARTIClEREPRInTSCAll800-988-0886OR617-783-7500,ORvISITHBR.oRGCaseStudyAlegreHotelshastraditionallyleftpromotiontoeachofitsdiverseproperties.Butaloomingcrisismaycallforanewstrategy.byMarcoBertiniandJohnT.Gourvil
3、letimefortheexpertsAUnifiedCampaign?RaúlGonzálezistheCEOofBarcelóHotels&ResortsforEurope,theMiddleEast,andAfrica.elcome,welcome.”Beatriz“Havethebookingspickedup?”Fer-SotogreetedFernandoRuiz,nandoasked.WtheCOOofAlegreHotels,ashe“Honestly,notmuch,”Beatrizsaid.s
4、teppedoutofhistaxiintotheCozumel“Canwestepintomyofficetotalkbeforesunshine.Hesmiled,extendedahand,wedothewalk-around?”andkissedheronbothcheeks.“PalmaSheledhimdownalongcorridortoaCay’sfirstmonth,”hesaid.“Howisitdoormarked“HotelManager.”BeyonditKevinLaneKelleri
5、sthegoing?”wasasmallroomwithapartialviewoftheE.B.OsbornProfessorof“Operationally,verysmoothly,”Beatrizelaborategarden.BeatrizpickedupsomeMarketingatDartmouth’sTuckSchoolofBusiness.replied.Theywalkedintotheluxuriouspapersfromherdesk—amemorandumlobby.“Afewelect
6、ricalissuesinthespaonPalmaCayletterheadclippedtoseveralandconferencecenter,butnothingtoExcelspreadsheets.worryabout.”“IknowthishotelmadealotofsenseFernando’seyesmovedquicklyfromin2007,whenAlegrebrokeground,”shethemarblefloorstotheskylights,thebegan.“AndIthink
7、itstillmakessense.mahoganyreceptiondesk,andtheglassTheeconomy’sgottocomebacktofulldoorsframingtheinfinitypoolandthestrengthsometime.Butourbookingsforoceanbeyond.Inonecornerofthelobby,thehighseasonarelookingterrible.I’llbetwowomensatunderapottedpalm,sip-luckyt
8、ofillhalfour1,000rooms.”HBR’sfictionalizedcasestudiespresentpingsangriawhilechildrenplayedattheirFernandoknewthatbookingshadbeendilemmasfacedbyleadersinrealcompafeet.Inanother,aconciergew
