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

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...

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Bibliographic Details
Published in:Iranian journal of management studies 2018-06, Vol.11 (3), p.437
Main Authors: Nemati, Yaser, Mohaghar, Ali, Alavidoost, Mohammad Hossein, Babazadeh, Hossein
Format: Article
Language:English
Subjects:
Case studies
Customer relations
Customer relationship management
Information management
Marketing
Methods
Sales promotions
Telecommunications industry
Online Access:Get full text
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Summary: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.
ISSN:2008-7055
DOI:10.22059/ijms.2018.242492.672837