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Incorporating Customer Lifetime Value into Marketing Simulation Games

^* To whom correspondence should be addressed. E-mail: hugh.cannon{at}wayne.edu.

	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.

First published on July 28, 2009
Simulation & Gaming 2009, doi:10.1177/1046878109341311


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