Incorporating Customer Lifetime Value Into Marketing Simulation Games

Hugh M. Cannon, James N. Cannon and Manfred Schwaiger
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Hugh M. Cannon: Wayne State University, Detroit, MI, USA, hugh.cannon@wayne.edu
James N. Cannon: University of Utah, Salt Lake City, UT, USA, jamesncannon@email.com
Manfred Schwaiger: Munich School of Management, Munich, Germany, schwaiger@bwl.uni-muenchen.de

Simulation & Gaming, 2010, vol. 41, issue 3, 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.

Keywords: customer equity; customer lifetime value; marketing budget; marketing simulations; promotional budget; total enterprise simulations (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:sae:simgam:v:41:y:2010:i:3:p:341-359

DOI: 10.1177/1046878109341311

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