A fuzzy segmentation approach to guide marketing decisions

Producció científica: Capítol de llibreCapítolAvaluat per experts

4 Cites (Scopus)


The aim of this chapter is to present a fuzzy segmentation model that combines statistical and Artificial Intelligence techniques to identify and quantify multifaceted consumers. One of the primary challenges faced by companies is getting to know their consumers. The latter are increasingly complex, versatile, ever-changing, and even contradictory; in other words, they are multifaceted. There is thus a need for techniques and tools to be able to segment this type of consumer in order to provide companies with the realistic information they need to make the appropriate marketing decisions. A real case study from the Spanish energy industry is included in this chapter to demonstrate the potential of the segmentation model being proposed.

Idioma originalAnglès
Títol de la publicacióFuzzy Methods for Customer Relationship Management and Marketing
Subtítol de la publicacióApplications and Classifications
EditorIGI Global
Nombre de pàgines21
ISBN (imprès)9781466600959
Estat de la publicacióPublicada - 2012
Publicat externament


Navegar pels temes de recerca de 'A fuzzy segmentation approach to guide marketing decisions'. Junts formen un fingerprint únic.

Com citar-ho