TY - JOUR ID - 66635 TI - A CLV-Based Framework to Prioritize Promotion Marketing Strategies: A Case Study of Telecom Industry JO - Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) JA - IJMS LA - en SN - AU - Nemati, Yaser AU - Mohaghar, Ali AU - Alavidoost, Mohammad Hossein AU - Babazadeh, Hossein AD - Department of Industrial Management, Faculty of Economics and Management, University of Mazandaran, Mazandaran, Iran AD - Department of Industrial Management, Faculty of Management, University of Tehran, Tehran, Iran AD - Department of Industrial Engineering, Amirkabir University of Technology, Tehran, Iran AD - Department of Industrial Engineering, University of Science and Culture, Tehran, Iran Y1 - 2018 PY - 2018 VL - 11 IS - 3 SP - 437 EP - 462 KW - : Customer Lifetime Value (CLV) KW - customer segmentation KW - Customer Relationship Management (CRM) KW - fuzzy c-mean KW - Fuzzy TOPSIS (F-TOPSIS) DO - 10.22059/ijms.2018.242492.672837 N2 - 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. UR - https://ijms.ut.ac.ir/article_66635.html L1 - https://ijms.ut.ac.ir/article_66635_00019325d08790619a0f9c02d1f0d503.pdf ER -