No other casino company markets its player's reward program as aggressively as Harrah's Entertainment, Inc. Every casino in the country has a player's club, which essentially encourages loyalty, but ...

Many observers consider Harrah's Total Rewards program, which was rolled out as Total Gold in 1997 and renamed a year later, to be the gold standard of customer-relationship programs, Michael Bush ...

Las Vegas is all about illusion. You put your money down, and the Strip promises a trip to a fantasyland that replaces reality with dazzle. That’s just as true for the business side of things, and ...