A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry

یاسر نعمتی; علی محقر; محمد حسین علوی دوست; حسین بابازاده

A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry

Publish place: Iranian Journal of Management Studies، Vol: 11، Issue: 3

Publish Year: 1397

Type: Journal paper

Language: English

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Link to this Paper:

https://civilica.com/doc/1516831

Document National Code:

JR_JIJMS-11-3_002

Index date: 14 September 2022

A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry abstract

Telecommunications is the todays’ leading industry. Value Added Services (VAS) is considered as one of the most money making segments of Telecom services. The purpose of this paper is to allocate promotional marketing strategies to customer segments. Therefore, a four-phase practical framework is developed to prioritize marketing strategies based on Customer Lifetime Value (CLV). The first phase focuses on information gathering. Consequently, the CLV of each customer is calculated. Then, the customers are clustered into separated segments based on their CLV scores, using Fuzzy C-Mean. Finally, the appropriate marketing strategy is prioritized for each segment, using Fuzzy TOPSIS technique.

A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry Keywords:

: Customer Lifetime Value (CLV) , customer segmentation , Customer Relationship Management (CRM) , fuzzy c-mean , Fuzzy TOPSIS (F-TOPSIS)

A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry authors

یاسر نعمتی

Department of Industrial Management, Faculty of Economics and Management, University of Mazandaran, Mazandaran, Iran

علی محقر

Department of Industrial Management, Faculty of Management, University of Tehran, Tehran, Iran

محمد حسین علوی دوست

Department of Industrial Engineering, Amirkabir University of Technology, Tehran, Iran

حسین بابازاده

Department of Industrial Engineering, University of Science and Culture, Tehran, Iran

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