Internet Gambling Marketing with The 4Cs framework
Although the problems of many dot. corn companies, the Internet is here to stay. E-commerce can bring advantages to every business, and there are few large corporations today that do not have e-business initiatives. Internet gambling has brought the new form to the traditional gaming industry and has become the global industry which generates huge profit. Like the other entertainment industry, gaming industry pay much more attention on its marketing strategy. But, the Internet changed the concept and the way of marketing. This article tries to discuss the extension of the traditional marketing 4Ps to non-typical 4Cs in Internet gambling: content, commerce, convenience, and converting to leads. The 4Ps framework still works, but there are further diversification added in the marketing of Internet gambling. Furthermore, it provides several cases to support this argument. This research note is a selective, not a complete, review of researches concerning 4Ps application to Internet gambling field.
Internet gambling marketing 4Ps 4Cs
Matthew Tingchi Liu Edmund HoiNgan Loi
Faculty of Management and Administration Macau University of Science and Technology, Macau Center of Social and Economic Research Macao Polytechnic Institute, Macau
国际会议
北京
英文
283-287
2007-08-18（万方平台首次上网日期，不代表论文的发表时间）