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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

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Customer Reinvestment Analysis in the Gaming Industry

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The Casino Marketing Plan | UNLV Hospitality Journal

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Cost Effectiveness of Substance Abuse Programs | Cornell Quarterly