Applying Fuzzy Logic and Fuzzy Methods to Marketing

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Author(s): Laurent Donzé (University of Fribourg, Switzerland)and Andreas Meier (University of Fribourg, Switzerland)
Copyright: 2013
Pages: 13
Source title: Supply Chain Management: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-2625-6.ch062

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Supply Chain Management

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Abstract

Marketing deals with identifying and meeting the needs of customers. It is therefore both an art and a science. To bridge the gap between art and science, soft computing, or computing with words, could be an option. This chapter introduces fundamental concepts such as fuzzy sets, fuzzy logic, and computing with linguistic variables and terms. This set of fuzzy methods can be applied in marketing and customer relationship management. In the conclusion, future research directions are given for applying fuzzy logic to marketing and customer relationship management.

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