Fuzzy marketing. A possible innovative approach to decision marketing

Producció científica: Contribució a una conferènciaContribució


Knowing and understanding consumers is the main common goal in marketing. In addition, a consumer is not only a 30-something Spanish office worker, called Maria, with three children. A consumer has a particular attitude towards a brand, a high involvement towards a product category, a past experience with a store, and a consistent value towards social issues. Therefore, from a company¿s point of view, a customer is not an ID; it is an emotional and dynamic creature. The aim of the seminar is to introduce the Fuzzy Marketing approach, which goes further to the fact that a consumer does different things at different times. The fundamentals of Fuzzy Marketing explain how to deal with the fuzziness inherent to the individuals¿ traits and the fuzziness of their behaviour to achieve a more realistic analysis of the situation and therefore, to take enhanced managerial decisions. Because Fuzzy Marketing does not look for estimated reasons, but instead focuses and learns from real outcomes
Idioma originalAnglès
Estat de la publicacióPublicada - 22 de maig 2009
EsdevenimentResearch Seminar, Stirling 2009 -
Durada: 22 de maig 200922 de maig 2009


ConferènciaResearch Seminar, Stirling 2009


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