A fuzzy segmentation approach to guide marketing decisions: Fuzzy methods for customer relationship management and marketing: Applications and classifications

Producció científica: Capítol de llibreCapítol

Resum

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: Applications and classifications
Pàgines291-311
Estat de la publicacióPublicada - 1 de gen. 2012

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