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- Title
Bibliometric Analysis on the Application of Fuzzy Logic into Marketing Strategy.
- Authors
Rosário, Albérico Travassos; Dias, Joana Carmo; Ferreira, Hélder
- Abstract
Fuzzy marketing considers the degree to which a customer belongs to specific segments and subsequently allows them to be targeted with messages that engage them emotionally. To better understand the application and importance of fuzzy logic in marketing strategy, we developed a systematic literature review with bibliometric analysis to examine a sample of 96 studies from the SCOPUS database to identify research activity on this topic until December 2022. It was possible to create a connection between these concepts, marketing and fuzzy logic, to increase the efforts of marketing professionals. For instance, the results show that adopting approaches such as fuzzy marketing or the fuzzy marketing mix model enhances the company's capability to build stronger customer relationships, enhance profitability, and improve marketing performance.
- Subjects
BIBLIOMETRICS; FUZZY logic; MARKETING strategy; MARKETING; CONSUMER behavior; MARKETING mix; BIBLIOTHERAPY; DISTANCE education
- Publication
Businesses, 2023, Vol 3, Issue 3, p402
- ISSN
2673-7116
- Publication type
Article
- DOI
10.3390/businesses3030025