Simulating Customer Lifetime Value: Implications for Game Design and Student Performance
Abstract
Notwithstanding the emerging prominence of customer lifetime value (CLV) and customer equity 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 paper addresses the failing, discussing the nature of CLV and customer equity, demonstrating how they might be incorporated into marketing simulations.Downloads
Published
2014-02-24
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Articles