Did what every effective promotion should do: It tapped into an industry trend and influenced customer behavior. After all, who doesn't enjoy a good drink now and then? In a time when most Americans are drinking less, Marriott had to find creative ways to encourage customers to "trade up" to premium brands to help build the bottom line. The Final Challenge, a 90-day promotion and incentive program planned by Donald L. Billings of Incentive Marketing Inc. (www.incentivemarketinginc.com) had ...

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