سال انتشار: ۱۳۸۷
محل انتشار: سومین کنفرانس بین المللی مدیریت بازاریابی
تعداد صفحات: ۱۶
Mohammad Sadegh Saremi, – MSc Student in Marketing and E-commerce Program, Tarbiat Modares University
Nasser Babaee, – MSc Student in Marketing and E-commerce Program, Tarbiat Modares University
Identifying profitable customers to make long-term relationships with and choosing suitable communication protocols are of the roost important criteria for a successful company. Limitations in resources and products are causes of the need for focusing on a selection of customers. There are some different methods to fmd the best set of customers and portfolio analysis models are the most well known ones. In this paper the literature on the customer portfolio models has been studied and the Fiocca model has been applied to segment potential customers for a company in industrial gas manufacturing industry and a group of profitable ones are identified to focus on. At the end, some growth strategies are recommended to be applied by tltis company.