Nemati, Yaser, Mohaghar, Ali, Alavidoost, Mohammad Hossein, Babazadeh, Hossein. (1397). A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry. , 11(3), 437-462. doi: 10.22059/ijms.2018.242492.672837
Yaser Nemati; Ali Mohaghar; Mohammad Hossein Alavidoost; Hossein Babazadeh. "A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry". , 11, 3, 1397, 437-462. doi: 10.22059/ijms.2018.242492.672837
Nemati, Yaser, Mohaghar, Ali, Alavidoost, Mohammad Hossein, Babazadeh, Hossein. (1397). 'A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry', , 11(3), pp. 437-462. doi: 10.22059/ijms.2018.242492.672837
Nemati, Yaser, Mohaghar, Ali, Alavidoost, Mohammad Hossein, Babazadeh, Hossein. A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry. , 1397; 11(3): 437-462. doi: 10.22059/ijms.2018.242492.672837

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

Interdisciplinary Journal of Management Studies
مقاله 2، دوره 11، شماره 3، پاییز 2018، صفحه 437-462    اصل مقاله (2.74 M)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/ijms.2018.242492.672837
نویسندگان
Yaser Nemati* 1؛ Ali Mohaghar2؛ Mohammad Hossein Alavidoost3؛ Hossein Babazadeh4
1Department of Industrial Management, Faculty of Economics and Management, University of Mazandaran, Mazandaran, Iran
2Department of Industrial Management, Faculty of Management, University of Tehran, Tehran, Iran
3Department of Industrial Engineering, Amirkabir University of Technology, Tehran, Iran
4Department of Industrial Engineering, University of Science and Culture, Tehran, Iran
چکیده
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.
کلیدواژه‌ها
: Customer Lifetime Value (CLV)؛ customer segmentation؛ Customer Relationship Management (CRM)؛ fuzzy c-mean؛ Fuzzy TOPSIS (F-TOPSIS)
مراجع
آمار
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