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Research Paper (postgraduate) from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: 66 out of 100, Dublin Business School, course: Business Studies , language: English, abstract: This report will shed the light on betting industry specifics from services marketing prospective with particular reference to Paddy Power retail bookmakers in Ireland. The paper will analyse and evaluate Paddy Power’s retail business using relevant analytical tools and data in order to provide appropriate recommendations and to ensure report’s credibility.