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Two possible approaches were considered: a frequent stay program – an idea which they quickly rejected; and a corporate branding approach – which they believed would encourage both repeat guest stays and multi-property guest stays.
The corporate branding approach would require a marketing and operations investment of one million dollars per year. To assess the long term financial implications of the required investment to implement the corporate branding strategy, Rosewood needs to compare the forecasted Customer Life Time Value for six years with and without the branding campaign
(Appendix A)...
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