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Fuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Development

David Schüller () and Karel Doubravský ()
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David Schüller: Department of Management, Faculty of Business and Management, Brno University of Technology, Kolejni 2906/4, 61200 Brno, Czech Republic
Karel Doubravský: Department of Informatics, Faculty of Business and Management, Brno University of Technology, Kolejni 2906/4, 61200 Brno, Czech Republic

Sustainability, 2019, vol. 11, issue 19, 1-15

Abstract: The purpose of this paper is to present fuzzy reasoning as a formal tool for determining the differences in perception of individual communication channels by customers. These differences in customer perception are important for micro-enterprises to develop an effective green advertising campaign. These kinds of enterprises are not able to conduct their own extensive marketing research or use the service of marketing agencies. Micro-enterprises are the cornerstone for sustainable local economic growth where the community plays an irreplaceable role for sustainable development. Marketing communication is unique and complex because it focuses on feelings, moods, and personal preferences. The main problem is the uncertainty of this input data which makes it difficult to develop effective green advertising campaigns. Fuzzy sets and fuzzy reasoning are used to make verbal descriptions suitable for computer applications. A fuzzy pairwise similarity is used in this paper. The case study has eight relevant variables/marketing communication media, e.g., e-mailing, social networks, web pages, text messaging, newspapers, phone calls, posters and radio, and five segments of respondents selected by age. Each segment is presented as a fuzzy conditional statement. A set of fuzzy pairwise similarities is generated.

Keywords: micro-enterprises; marketing communication; green advertising; sustainable development; verbal description; fuzzy similarity (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2019
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