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Web Gambling with the 4Cs Marketing framework: Macau's Perspective
Zhenghao Zhu1; Matthew Tingchi Liu2; Huiqin Huang3; Han Zhang4
2009
Conference Name1st International Conference on Networking and Digital Society
Source Publication2009 International Conference on Networking and Digital Society
Volume2
Pages144-147
Conference Date30-31 May 2009
Conference PlaceGuiyang, Guizhou, China
PublisherIEEE
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 Sractical examples of how Macau conducts its web gambling in the new marketing framework were provided.

KeywordWeb Gambling Marketing 4ps 4cs Macau
DOIhttps://doi.org/10.1109/ICNDS.2009.116
Indexed ByCPCI
Language英语
WOS Research AreaComputer Science ; Telecommunications
WOS SubjectComputer Science, Information Systems ; Computer Science, Interdisciplinary Applications ; Telecommunications
WOS IDWOS:000271394700036
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Cited Times [WOS]:0   [WOS Record]     [Related Records in WOS]
Document TypeConference paper
CollectionDEPARTMENT OF MANAGEMENT AND MARKETING
Faculty of Business Administration
Affiliation1.International exchange college Zhejiang Business & Technology Institute Ningbo, China
2.Dept. of Marketing, Faculty of Business Administration University of Macau Macau, China
3.Business school Ningbo University Ningbo, China
4.International exchange college Zhejiang Business & Technology Institute Ningbo, China
Recommended Citation
GB/T 7714
Zhenghao Zhu,Matthew Tingchi Liu,Huiqin Huang,et al. Web Gambling with the 4Cs Marketing framework: Macau's Perspective[C]:IEEE,2009:144-147.
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