For courses in Casino Management, Casino Marketing, or Intro to Gaming.

Unlike other casino books, this textbook examines the casino industry using a business paradigm. It emphasises both external environmental influences and internal points of control, leaving readers with a more strategic look at how casinos operate and factors that influence their success. The text starts with a discussion of the microenvironment of casinos and ends with marketing topics such as product, price, place and promotions. Nine vignettes appear throughout and capture current issues such as crisis planning and security. Throughout the text, special emphasis is placed on strategic market planning and the connection between entertainment and industry.