Bibliometric Analysis on the Application of Fuzzy Logic into Marketing Strategy

Albérico Travassos Rosário (), Joana Carmo Dias and Hélder Ferreira
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Albérico Travassos Rosário: The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), Universidade Europeia, 1200-649 Lisboa, Portugal
Joana Carmo Dias: COMEGI—Centro de Investigação em Organizações, Mercados e Gestão Industrial, Universidade Lusíada, Rua da Junqueira, 188-198, 1349-001 Lisboa, Portugal
Hélder Ferreira: UNIDCOM/IADE—Unidade de Investigação em Design e Comunicação, Av. D. Carlos I, 4, 1200-649 Lisboa, Portugal

Businesses, 2023, vol. 3, issue 3, 1-22

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.

Keywords: fuzzy logic; fuzzy marketing; marketing strategy; consumer behavior (search for similar items in EconPapers)
JEL-codes: A1 D0 D4 D6 D7 D8 D9 E0 E2 E3 E4 E5 E6 E7 F0 F2 F3 F4 F5 F6 G0 G1 G2 H0 J0 K2 L0 L1 L2 M0 M1 M2 M3 M4 M5 N0 N1 N2 O0 O1 P0 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jbusin:v:3:y:2023:i:3:p:25-423:d:1187615

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