follow an ethnocentric approach when planning marketing activities and customer service initiatives for Asian customers. To … Asian markets, there is an urgent need to empirically assess patron behavior and the attendant casino marketing adaptations … marketing strategies adapted to each casino's market structure and macro-environment. Regardless of context, this systematic …

major Asian markets have not devoted adequate thought to their service culture and internal marketing strategy. With overall … pressure on marketing to attract and retain valued customers. In light of these developments, we review five key challenges to … internal marketing practices for casinos in Macau and Singapore: culture, climate, recruitment, compensation and training. …

internal marketing. This paper reviews the gaming business environment in Macau and proceeds to suggest ten internal marketing …