Record Details

Customer segmentation model based on value generation for marketing strategies formulation

Estudios Gerenciales

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Field Value
 
Title Customer segmentation model based on value generation for marketing strategies formulation
 
Creator Cuadros, Alvaro Julio; Full Time Professor, Escuela de Ingeniería Industrial, Universidad del Valle, Cali
Domínguez, Victoria Eugenia; Project Manager
 
Subject Segmentation
Customer value
Artificial neural network
Self-organized maps
 
Description Whendeciding in which segment to invest orhowto distribute the marketing budget, managers generallytake risks in making decisions without considering the real impact every client or segment has over organizationalprofits. In this paper, a segmentation framework is proposed that considers, firstly, the calculationof customer lifetime value, the current value, and client loyalty, and then the building of client segmentsby self-organized maps. The effectiveness of the proposed method is demonstrated with an empiricalstudy in a cane sugar mill where a total of 9 segments of interest were identified for decision making.
 
Publisher Universidad Icesi
 
Date 2014-04-25
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
text/html
 
Identifier http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1761
 
Source Estudios Gerenciales; Vol. 30 No. 130 Ene-Mar 2014; 25-30
01235923
 
Language eng
spa
 
Relation http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1761/PDF
http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1761/html
 
Coverage Colombia de Lat: 04 00 00 N degrees minutes Lat: 4.0000 decimal degrees Long: 072 00 00 W degrees minutes Long: -72.0000 decimal degrees