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The total expenses associated with the marketing activities in a modern casino can easily exceed 20% of gaming revenue. As one of the single largest expenses of the gaming operation, it is critical for the casino to plan how it will market itself, identify to whom it will market, and forecast the expected returns from those activities.

Andrew Klebanow

UNLV Hospitality

Research and Review Journal

Volume 6, Issue 2, 2001


Customer Reinvestment Analysis in the Gaming Industry


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