A fuzzy optimization method to select marketing strategies for new products based on similar cases

Zhang, Yao; Guan, Xin

doi:10.3233/jifs-16723

Cited by 3 publications

(2 citation statements)

References 71 publications

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“…Instead, the marketing strategy process identifies the organizational mechanisms that lead to these decisions [64]. These processes include situation assessment, marketing mix planning, performance measurement and monitoring, top-down versus bottom-up strategic planning process, budgeting, and goal setting [65]. Therefore, a competitive marketing strategy encompasses the decisions, activities, and procedures necessary to achieve a company's desired objectives over time, including the means to develop, deliver, and communicate its offerings to target markets.…”

Section: Marketing Strategymentioning

confidence: 99%

Bibliometric Analysis on the Application of Fuzzy Logic into Marketing Strategy

2023

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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.

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Section: Marketing Strategymentioning

confidence: 99%

Bibliometric Analysis on the Application of Fuzzy Logic into Marketing Strategy

2023

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“…Contrary, the marketing strategy process identifies the organizational mechanisms that lead to these decisions [64]. Examples of these processes include situation assessment, marketing mix planning, performance evaluation and monitoring, top-down vs. bottom-up strategic planning process, budgeting, and goalsetting [65]. Therefore, a competitive marketing strategy encompasses decisions, activities, and procedures required to achieve a company's desired goals over time, including the means to develop, deliver, and communicate its offerings to target markets.…”

Section: Marketing Strategymentioning

confidence: 99%

Fuzzy Logic: An Application into Marketing Strategy

Rosário¹,

Dias²

2022

Preprint

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The term fuzzy refers to things that are unclear or vague. In the real world, we often encounter a situation where we cannot determine whether the state is true or false, and fuzzy logic allows for more flexible reasoning. This is a form of multivalued logic where the truth values of variables can be any real number between 0 and 1, as opposed to Boolean logic where the logical values can only be 0 or 1. Fuzzy logic is therefore a problem-solving technique used to evaluate all available information and thus make the best decisions. When applied to marketing, fuzzy logic allows treating customers in an individual and personalized way, instead of being fully identified within a particular market segment. Fuzzy marketing considers the degree to which a customer belongs to certain 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 review of the bibliometric literature (LRSB). It was possible to create a connection between these concepts, marketing and fuzzy logic, to increase the efforts of marketing professionals to achieve competitiveness in the unpredictable business environment.

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RETRACTED: Uncertainty management with an autonomous approach to fuzzy set-covering facility location models

Rouyendegh

Özşahin

2022

IFS

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Facility location models have been studied in the literature for decades as an outstanding branch of supply chain planning. Set-covering facility location models are among the most commonly used approaches to establishing and running a distribution network. However, real-life brings uncertain and imprecise parameters that need to be reflected in the model systematically and computably to achieve more efficient and precise solutions. That’s why fuzzy set covering models have been introduced in the literature from various perspectives. This work aimed to handle real-life uncertainties in an unbiased and autonomous way and provide more precise solutions to fuzzy set-covering facility location models in real-life contexts. Therefore, we propose a novel approach, adopting the autonomous fuzzy methodology consisting of fuzzy trapezoidal set coverage to minimize the cost of establishing new facilities. This work’s main innovative achievements are that i) the set-covering facility location models were equipped with autonomous uncertainty management ability, ii) the trapezoidal fuzzy set coverage constituted a perfect fit for the management of uncertainties in a realistic way in the model, and iii) the relevant fuzzification was executed without any human/expert intervention/supervision. The well-known Turkish Network Data demonstrated the proposed model’s efficacy. Furthermore, the results show that the developed model contributed to the overall theoretical framework of fuzzy approach employment in optimization models and outperformed classical version in numerical experiments.

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A fuzzy optimization method to select marketing strategies for new products based on similar cases

Cited by 3 publications

References 71 publications

Bibliometric Analysis on the Application of Fuzzy Logic into Marketing Strategy

Bibliometric Analysis on the Application of Fuzzy Logic into Marketing Strategy

Fuzzy Logic: An Application into Marketing Strategy

RETRACTED: Uncertainty management with an autonomous approach to fuzzy set-covering facility location models

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