A much-misunderstood function by security, surveillance and compliance officers is the marketing function in a gaming facility. Marketing is a dynamic, constantly changing condition that has far-reaching ramifications to the security and surveillance function in protection of assets. The simple and basic player incentive program management is typically managed by a marketing department that has a vested interest in proving that they have accomplished the task of generating revenues through volumes of customers with incentives and gimmicks. The importance of marketing in the investigation function should not be underestimated.