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

Document Type : Research Paper

Authors

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

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

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

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

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.

Keywords

Main Subjects

References

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Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies)
Volume 11, Issue 3
September 2018
Pages 437-462

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