Loyalty versus Attraction in a Dual Object Oriented Modelling Framework for Marketing Simulations on the Internet

• Introduction
• Marketing - The art of attracting and keeping customers
• Loyalty and Attraction as Market Response
• Progressive modelling approach based upon Response
• Object oriented design to manage modelling complexity
• Definition
• Objects as Gestalts
• Object orientation a method for sustaining a complexifying process
• Attributes of a complex system
• Major and minor elements defining object orientation
• Abstraction
• Encapsulation
• Modularity
• Hierarchy
• Typecasting
• Simultaneity
• Persistence
• Modelling response
• Generic response as super-class
• Response as a hierarchy of abstractions
• Dual marketing modelling framework
• A progressive modelling framework
• A generic marketing simulation model
• Dual market segmentation
• Loyalty and perceived Attractiveness - Segment's Response
• Segments' varying response to marketing mix
• Customer Flows
• Market transitions
• Within versus Between segments transitions
• Marketing simulation as a web application
• Separating presentation, business and data access logic
• Persistence logic
• Game logic
• Model or Simulation logic
• Integrated decision support
• Flexible modelling scheme
• Decision support with client side simulations
• Decision support systems
• Conclusions and Further Research
• Contributions
• Limitations
• Further developments and research