A Robust Optimization Approach to Optimal Allocation of Marketing Budgets in Maximizing the CE

Paying attention to the uncertainty available in the estimation of some factors، the current research puts forward robust models for allocation of costumer relation budgets related to acquisition and retention of costumers; the aim is to maximize the customer equity. In fact، considering the real world conditions (which is instable practically) and because of the uncertainty available in estimation of some factors، the robust optimization approach is considered. After evaluating the robust optimization and using scenario-based robust approach (presented by Mulvey)، a robust optimization method for budget would be presented. The comparison of the results of certain and robust models shows that the answers of the robust model are stable in all of the conditions. Organizations may use the findings of this research to: increase their profit in ling-run، raise their costumer acquisition and retention rates، set goals for their marketing plans and finally boost their market share.