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TUNICA, Miss. - She doesnt know it, but Linda Maranees is the subject of a behavioral sample that could change the odds of the gambling business.

The Memphis, Tenn., retiree, her blouse bedecked with sequined cards and dice, has estimable received invitations to two nearby slot tournaments, along with vouchers for $200, tout ensemble courtesy of Harrahs Entertainment Inc.

Harrahs is savvy, says Ms. Maranees, who admits that once in the casino door, she is startle to spend much more than what Harrahs has given her.

That is exactly what the Las Vegas-based order is banking on. Over the past two years, Harrahs has quietly conducted thousands of clinical-style trials to determine what gets stack to gamble more. Based on its findings, Harrahs has developed closely watch over marketing strategies tailored individually to the millions of low-rollers who make up its bread-and-butter business.

The results ar impressive enough that other casino companies argon copy some of Harrahs more discernible methods. Wall Street analysts are also beginning to see Harrahs-long a dowdy failure in the flashy casino business-as gaining an edge on its rivals. Harrahs seam price has risen quickly in recent weeks as investors fall in received news of the marketing results.



And the companys earnings have more than doubled in the past year.

At the concenter of Harrahs strategy is a former Harvard professor named Gary Loveman and a gigantic mathematical model much like the ones that economists use to send for the gross national product or that airlines use to filling seats with the highest paying fliers. But this one scores gamblers on how profitable they can be to Harrahs. Richard Mirman, the company senior vice-president who elegant the model, boasts that it is Harrahs secret recipe on a par with the historied unrevealed formula of Kentucky Fried Chicken.

The model tells Harrahs marketers how to appeal to gamblers much(prenominal) as Ms. Maranees, based on data tracking their former behavior...If you want to get a full essay, order it on our website: Orderessay



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