Courting Excellence

Milliman, John F.; Olson, Eric M.; Slater, Stanley F.
March 2007
Marketing Management;Mar/Apr2007, Vol. 16 Issue 2, p14
The article focuses on the All England Lawn Tennis and Croquet Club (AELTC) in Wimbledon, London, England, the site of the Lawn Tennis Championships at Wimbledon, and the planning and marketing of the event. In preparation for the event, the AELTC must ramp up its information and media systems, restaurant and retail facilities, and increase its number of employees in order to provide high quality service. The details of the tournament's planning, which takes place throughout the year, is discussed. Committees are formed for different aspects of the event such as IT and marketing. Attendees of the tournament are surveyed, and regular planning meetings take place. Employee hiring and training is discussed, as well as event security and the preparation of the facilities.


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