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- W4383375612 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." @default.
- W4383375612 created "2023-07-07" @default.
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- W4383375612 date "2023-07-05" @default.
- W4383375612 modified "2023-09-30" @default.
- W4383375612 title "Bibliometric Analysis on the Application of Fuzzy Logic into Marketing Strategy" @default.
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- W4383375612 doi "https://doi.org/10.3390/businesses3030025" @default.
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