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Information Journal Paper

Title

A CLV-BASED FRAMEWORK TO PRIORITIZE PROMOTION MARKETING STRATEGIES: A CASE STUDY OF TELECOM INDUSTRY

Pages

  437-462

Keywords

CUSTOMER LIFETIME VALUE (CLV)Q2
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)Q2
FUZZY TOPSIS (F-TOPSIS)Q2

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.

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    • Cite

    APA: Copy

    NEMATI, YASER, MOHAGHAR, ALI, ALAVIDOOST, MOHAMMAD HOSSEIN, & BABAZADEH, HOSSEIN. (2018). A CLV-BASED FRAMEWORK TO PRIORITIZE PROMOTION MARKETING STRATEGIES: A CASE STUDY OF TELECOM INDUSTRY. IRANIAN JOURNAL OF MANAGEMENT STUDIES, 11(3 ), 437-462. SID. https://sid.ir/paper/240928/en

    Vancouver: Copy

    NEMATI YASER, MOHAGHAR ALI, ALAVIDOOST MOHAMMAD HOSSEIN, BABAZADEH HOSSEIN. A CLV-BASED FRAMEWORK TO PRIORITIZE PROMOTION MARKETING STRATEGIES: A CASE STUDY OF TELECOM INDUSTRY. IRANIAN JOURNAL OF MANAGEMENT STUDIES[Internet]. 2018;11(3 ):437-462. Available from: https://sid.ir/paper/240928/en

    IEEE: Copy

    YASER NEMATI, ALI MOHAGHAR, MOHAMMAD HOSSEIN ALAVIDOOST, and HOSSEIN BABAZADEH, “A CLV-BASED FRAMEWORK TO PRIORITIZE PROMOTION MARKETING STRATEGIES: A CASE STUDY OF TELECOM INDUSTRY,” IRANIAN JOURNAL OF MANAGEMENT STUDIES, vol. 11, no. 3 , pp. 437–462, 2018, [Online]. Available: https://sid.ir/paper/240928/en

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