Simulating Customer Lifetime Value: Implications for Game Design and Student Performance

Cannon, Hugh M.; Cannon, James N. und Schwaiger, Manfred (März 2005): Simulating Customer Lifetime Value: Implications for Game Design and Student Performance. 32nd ABSEL conference, Orlando, Florida, 2005. Ledman, Robert (Hrsg.): In: Developments in Business Simulation and Experiential Learning: Proceedings of the Annual ABSEL conference, Bd. 32 S. 54-64

Abstract

Notwithstanding the emerging prominence of customer lifetime value (CLV) and customer equity in the marketing literature during the past decade, virtually nothing has been done to address these concepts in the literature on simulation and gaming. This paper addresses the failing, discussing the nature of CLV and customer equity, demonstrating how they might be incorporated into marketing simulations.

• Dokumententyp: Konferenzbeitrag (Paper)
• Fakultät: Betriebswirtschaft > Institut für Marktorientierte Unternehmensführung
• Themengebiete: 300 Sozialwissenschaften > 330 Wirtschaft
• Sprache: Englisch