In formulating this article, we are cognizant of the fact that casino operators in Macau as well as Singapore are under a lot of external pressure to expand their capacity and increase their market share. Consequently, their attention to issues such as culture, climate, and internal marketing may be less than adequate. With increasing competition and continuing labor shortages, however, these issues demand greater attention right now. Investment in internal marketing, we contend, should assume greater priority than investment in external marketing.