Customer segmentation model based on value generation for marketing strategies formulation

摘要: When deciding in which segment to invest or how distribute the marketing budget, managers generally take risks making decisions without considering real impact every client has over organizational profits. In this paper, a segmentation framework is proposed that considers, firstly, calculation of customer lifetime value, current and loyalty, then building segments by self-organized maps. The effectiveness method demonstrated with an empirical study cane sugar mill where total 9 interest were identified for decision making.