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Developing the Casino Marketing Plan

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Developing the Casino Marketing Plan
Industry Trends:
Gaming Leaders Sharing
Tips & Tidbits
Occasionally we feature articles and opinions from gaming insiders, executives and managers who face critical issues every day. We believe this helps balance theory and study with current practices in the casino world.
Our special guest for this issue is Andrew M. Klebanow, klebanow@worldnet.att.net.
Owner of Klebanow Consulting, he previously held marketing positions at Boyd
Gaming, Santa Fe Gaming and Alliance Gaming. He holds a Masters Degree from the
Cornell School of Hotel Administration.

Developing the Casino
Marketing Plan
Andrew M. Klebanow
Abstract
This article stresses the need to develop and implement structured marketing plans.
He discusses the benefits of formal planning and the challenges of developing a researched, realistic plan. An outline or framework for a casino marketing plan appears at the end.
Keywords: casino marketing plan, casino marketing, strategic marketing

Casino Marketing Evolves
The phenomenon of casino development in the United States is a fairly recent trend.
Outside the jurisdictions of Nevada and Atlantic City, casinos have existed for less than a decade. The initial success of riverboat, dockside and Native American gaming operations in the early 1990s was predicated more on operating in monopolistic or oligopolistic environments than on sound marketing practices. Marketing plan development and implementation were not critical factors in the initial success of these nascent operations. Rather, operators were able to open facilities and implement a variety of marketing programs based more on individual managers' personal experiences, adapt the marketing programs of Nevada operators or to simply mimic what the competition was doing rather than develop marketing strategies and action plans based on the customers' needs and market trends. Today casinos in many jurisdictions operate in very competitive environments. As such there is now a need for casinos to develop and
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