E-Marketing Tools Analysis

Paper Summary:

This document discusses the various e-commerce and e-marketing attributes of three gaming and gambling industry competitors: MGM Grand, Trump Taj Mahal, and Morongo Casino. While all three companies have erected elaborate websites they all are generally constrained in their approach to e-commerce and certainly fail to capitalize fully on the opportunities that a truly interactive web-based consumer experience would produce for them and their brand development.

From the Paper:

"Businesses throughout the world are changing both their organizations and their operations due to the potentialities contained within the broad spectrum of e-commerce and e-business and the gambling industry has certainly identified these positive attributes. Businesses are flattening hierarchical structures and eradicating barriers between company divisions through the use of technology (Knight & Cavusgil, 2004). Through the use of technology applications, such as customer relationship management (CRM) applications, businesses have been lowering the barriers between the company and its customers and suppliers. E-commerce is a means of enabling and supporting such changes on a global scale: "Electronic interconnectedness in particular is driving the emergence of a borderless global economy."

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