The emergence of Dutch casinos: A case study of mismarketing?
Ostensibly, the approval of legalized casino type gambling in the Netherlands was intended to combat illegal and uncontrolled gambling. Very early on, however, the plan conceived and implemented by the Netherlands Parliament demonstrated serious mismarketing strategies and tactics. The new legal casinos were appealing to people other than those engaged in illegal gambling, in particular foreign tourists and local “high rollers.” This paper attempts to analyze the ultimate process of goal displacement, as the state casino industry allowed economic objectives to supplant desires to utilize legal casinos primarily as controls over illegal gambling.
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