The forbidden marketing. The model of marketing for lotteries which are implementing the European Lotteries Responsible Gaming Standards

      Аннотация: Implementation of the European Lotteries Responsible Gaming Standards represents a very important step in the process of growth and development of one lottery. This book represents an exploratory based qualitative research study whose aim is to analyse the characteristics and the basic requirements of these standards in order to provide the answers to some of the following questions: Why are RGS important for one lottery? Which potential benefits can one lottery expect from the implementation of the RGS? Which potential difficulties can one lottery expect from the implementation of the RGS? Can one lottery reduce the potential negative effects of the RGS with the applicable marketing solutions from the industries of tobacco and alcohol beverages? This research is consisted out of the analysis of actual strategies of marketing of the industries of tobacco and alcohol beverages, and the analysis of experiences and know-how of lotteries from the region of Balkans. Summary of findings of this research is mutually combined and presented in the form of a model of marketing which is designed to aid the lotteries in reduction of all potential negative effects of the RGS.

Ключевые слова: Marketing, Advertising, Standards, Lottery, Marketing Strategies, The European Lotteries Responsible Gaming Standards, short-term effects of the European Lotteries Responsible Gaming Standards, the model of marketing in lotteries, lottery advertising, morally hazard industries, forbidden marketing, Socially Responsible