Advanced Search

Show simple item record

dc.contributor.authorEkinci, Yeliz
dc.contributor.authorÜlengin, Füsun
dc.contributor.authorUray, Nimet
dc.date.accessioned2015-07-30T14:00:06Z
dc.date.available2015-07-30T14:00:06Z
dc.date.issued2014-01-25
dc.identifier.citationEkinci, Y., Ülengin, F., Uray, N. (2014). Using customer lifetime value to plan optimal promotions. Service Industries Journal, 34 (2), 103-122. https://dx.doi.org/10.1080/02642069.2013.763929.en_US
dc.identifier.issn0264-2069
dc.identifier.issn1743-9507
dc.identifier.other000330262600002 (WOS)
dc.identifier.urihttps://dx.doi.org/10.1080/02642069.2013.763929
dc.identifier.urihttps://hdl.handle.net/11376/1835
dc.description.abstractThe purpose of this study is to develop a methodology to guide managers in determining the optimal promotion campaigns to be directed towards different market segments in order to maximize the value of customers. For the purposes of this study, a two-step methodology is used, based on stochastic dynamic programming and the classification and regression tree. This methodology groups the customers according to their value. Within this framework, an experiment is conducted in which each of the different promotion campaigns is assigned to different randomly selected groups. The impact of each type of promotion on each type of market segment is analysed in order to find the optimal promotion campaigns appropriate for each. In contrast to previous research, this study takes into account a firm that provides more than one specific type of product or service. In addition, it analyses the impact of widely used types of promotion campaigns compared with the narrow scope of those investigated in previous studies. Therefore, this research presents important insights into managing relations with the customers in a more interactive and profitable way.en_US
dc.language.isoengen_US
dc.publisherTaylor & Francisen_US
dc.identifier.doi10.1080/02642069.2013.763929en_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectCustomer Lifetime Valueen_US
dc.subjectOptimal Promotionen_US
dc.subjectProfit Maximizationen_US
dc.titleUsing customer lifetime value to plan optimal promotionsen_US
dc.typearticleen_US
dc.relation.journalService Industries Journalen_US
dc.departmentDoğuş Üniversitesi, Mühendislik Fakültesi, Endüstri Mühendisliği Bölümüen_US
dc.authoridTR16496en_US
dc.authoridTR143825en_US
dc.authoridTR200401en_US
dc.identifier.volume34en_US
dc.identifier.issue2en_US
dc.identifier.startpage103en_US
dc.identifier.endpage122en_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.institutionauthorEkinci, Yeliz


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record