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P/EI/62. Online gambling: comparative analysis of poker websites

(2005, 3500 words)

The paper examines online gambling relating the history of online poker, reviewing theories of branding and conducting a comparative case study of Pacific Poker and Ladbrokes Poker websites along the lines of their brand promotion strategies, customer segmentation, marketing communications, off-line advertising, sponsorship, ease of website use etc.
 
   
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