The business of gaming : economic and management issues
"This volume presents a sampling of state-of-the-art business and economic research that the new generation of gaming operations has spawned. Rather than "back of the envelope" and "seat of the pants" management, today's gaming companies rely on strategic planning, ROI analysis, customer tracking systems, focus groups, quantitative analysis, direct mail marketing, and customer service standards to improve performance. As competition for the discretionary dollar has increased, and as gaming has wedged itself into the center of modern entertainment offerings, the need for systematic and scientific analysis in the business of gaming has grown accordingly."--BOOK JACKET
Print Book, English, 1999
Institute for the Study of Gambling and Commercial Gaming, College of Business Administration, University of Nevada, Reno, Reno, Nev., 1999