Title :
Web Gambling with the 4Cs Marketing Framework: Macau´s Perspective
Author :
Zhu, Zhenghao ; Liu, Matthew Tingchi ; Huang, Huiqin ; Zhang, Han
Author_Institution :
Int. Exchange Coll., Zhejiang Bus. & Technol. Inst., Ningbo, China
Abstract :
Internet changed the concept and the way of marketing in recent years. Gaming industry pays much more attention on its marketing strategy with Internet concerns. Web gambling is a good example to show how Internet makes traditional gaming industry and operators more influential and profitable. The paper discusses the extension of the traditional marketing 4Ps to innovative 4Cs in Web gambling (or online gambling). Lots of practical examples of how Macau conducts its Web gambling in the new marketing framework were provided.
Keywords :
Internet; computer games; marketing data processing; 4Cs marketing framework; Internet; Web gambling; gaming industry; macaus perspective; Consumer electronics; Costs; Educational institutions; Electronic mail; Electronics industry; Games; Internet; Investments; Partial response channels; Toy industry; 4Cs; 4Ps; Macau; Marketing; Web Gambling;
Conference_Titel :
Networking and Digital Society, 2009. ICNDS '09. International Conference on
Conference_Location :
Guiyang, Guizhou
Print_ISBN :
978-0-7695-3635-4
DOI :
10.1109/ICNDS.2009.116
