Incorporating Customer Lifetime Value Into Marketing Simulation Games

Cannon, Hugh M.; Cannon, James N. und Schwaiger, Manfred (2010): Incorporating Customer Lifetime Value Into Marketing Simulation Games. In: Simulation & Gaming, Bd. 41, Nr. 3: S. 341-359

Abstract

Notwithstanding the emerging prominence of customer lifetime value (CLV) and customer equity (CE) 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 article addresses the failing, discussing the nature of CLV and CE and demonstrating how they might be incorporated into marketing simulations.

• Dokumententyp: Zeitschriftenartikel
• Publikationsform: Publisher's Version
• Fakultät: Betriebswirtschaft > Institut für Marktorientierte Unternehmensführung
• Themengebiete: 300 Sozialwissenschaften > 330 Wirtschaft
• ISSN: 1046-8781
• Sprache: Englisch