This manual is a definitive primer for casinos adding a new players club to their marketing mix and for educating club and marketing staff members about using a customer-focused players club to drive gaming revenue and build relationships. It takes you through the steps of developing a reinvestment budget, creating member benefits, designing collateral, training club staff, driving membership and building promotions that increase card usage. Also details processes for segmenting the club database, developing a targeted direct mail program and creating measurement tools. 100 pgs, 3-ring notebook, 2008