Incorporating Customer Lifetime Value Into Marketing Simulation Games

  • Cannon H
  • Cannon J
  • Schwaiger M
  • 26


    Mendeley users who have this article in their library.
  • 3


    Citations of this article.


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.

Author-supplied keywords

  • customer equity
  • customer lifetime value
  • marketing budget
  • marketing simulations
  • promotional budget
  • total enterprise simulations

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document


Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free