Incorporating Customer Lifetime Value Into Marketing Simulation Games

Hugh Μ. Cannon · James N. Cannon · Manfred Schwaiger

6 citations0/0 files storedSimulation & Gaming

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Customer churn and segmentation Customer Service Quality and Loyalty Management and Marketing Education

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.

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2025Advances in Consumer Research 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 2000Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy 2002Customer lifetime value research in marketing: A review and future directions 1982How Advertising Works: A Planning Model 2001Customer Equity: Building and Managing Relationships As Valuable Assets 2001Driving Customer Equity, How Customer Lifetime Value is Reshaping Corporate Strategy

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