This article considers the impact of relationship marketing in the casino gaming industry. It illustrates how 'customer lifetime value' (LTV)--the estimated profitability of a customer over the course of his or her entire relationship with a company--can be uniquely and successfully applied to...

Merrill Lynch (2005) predicts that gross gaming revenue in Macau will increase at a compound annual growth rate of 15.4% through 2009. Despite this euphoric projection, the trend toward mass market tourists coupled with the massive capacity expansion will mean that revenue per table will decline...

With spectacular growth in demand since opening the market to foreign competition, executives within the Macau casino industry seem to have focused their attention to enhancing capacity and opening new casino properties. Meanwhile, the Singapore casino market is expected to overshadow that of...