Casino Marketing: Theories and Applications / Edition 1

Casino Marketing: Theories and Applications / Edition 1

by Kathryn Hashimoto
     
 

ISBN-10: 0131996142

ISBN-13: 9780131996144

Pub. Date: 05/20/2009

Publisher: Prentice Hall

The content in Casino Marketing has been pulled from the author's personal knowledge learned from 30 years researching, teaching and writing in the field as well as prominent gambling practitioners, and industry trade journals. This book on casino marketing is an attempt to link the gaming industry to the business environment and its theoretical…  See more details below

Overview

The content in Casino Marketing has been pulled from the author's personal knowledge learned from 30 years researching, teaching and writing in the field as well as prominent gambling practitioners, and industry trade journals. This book on casino marketing is an attempt to link the gaming industry to the business environment and its theoretical underpinnings. Different from its competitors, this book uses and discusses different marketing theories to teach fundamental knowledge in the area before applying the information to the industry. Therefore, the readers accomplish two goals at one sitting. They learn about fundamental marketing practices as well as casino industry applications. Starting with a traditional overview of the industry, the book quickly moves onto strategic planning by combining the input of nine different managers from many different levels of responsibility in a variety of casinos. No other book on the market so thoroughly explores the uncontrollable environments that dictate how our product, price, place, and promotions should change in casino marketing.

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Product Details

ISBN-13:
9780131996144
Publisher:
Prentice Hall
Publication date:
05/20/2009
Series:
Casino Essential Series
Edition description:
New Edition
Pages:
160
Product dimensions:
7.20(w) x 9.00(h) x 0.40(d)

Table of Contents

Table of Contents

Introduction

Chapter 1: Introduction to Marketing

Chapter 2: Strategic Planning

Macromarketing - External Factors that impact on doing business

Chapter 3: External Environments

Chapter 4: Consumer Markets

Chapter 5: Beyond the Traditional Gambler: Meetings and Conventions

Chapter 6: Segmentation and Positioning

Micromarketing — Things that the casino can control

Chapter 7: Service Profit Chain

Chapter 8: Revenue Management

Chapter 9: Place - The Importance of Channels, Location, and Transportation

Chapter 10: Promotions

Chapter 11: Tying it all together

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