Fuzzy Logic Marketing Models for Sustainable Development

• Author: Enache C. I.
• Pages: 267-274

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 1 - 2015

Fuzzy logic marketing models for sustainable

development

Ioan Constantin ENACHE1

Abstract: Fuzzy logic offers a different approach to describe economic and marketing

phenomena. By providing a replacement for crisp values the fuzzy sets proved to be efficient

alternatives for customer behaviour analysis. These advantages can provide a new way to

address sustainable development issues. The present paper aims at presenting the main

characteristics of fuzzy models and their main advantages. Evidence on how to implement a

fuzzy model and what are its strong points are provided based on previous research and

published scientific papers. It is concluded that fuzzy logic gives a different view on a wide

range of topics.

Key-words: fuzzy logic, marketing models, sustainable development.

1. Introduction

Fuzzy logic gained an important role in the scientific field of marketing as soon as

the advantages of working with membership functions instead of crisp values

became obvious. The best ways to use fuzzy logic and fuzzy reasoning proved to be

in relation with marketing models. Marketing models are the final step in a

marketing research initiative (Lilien et al., 1992). The models can be used to better

understand marketing variables like customer behaviour and customer satisfaction,

to model response for price or product policies or to provide useful information

regarding marketing strategies.

The synergy between fuzzy logic and marketing models can deliver powerful

tools for marketers. The advantages of not needing crisp values, of using if-the rules

and the ability to plot results in a relevant manner led to a new kind of market

analysis – fuzzy logic marketing models. These new models are able to provide

reliable and sustainable tools for business development.

By using marketing models in business development the institutions can

strengthen their capacity to respond to market fluctuations and they can increase

their flexibility in relation to market changes. Combining fuzzy logic with marketing

models can further improve these advantages.

1 Transilvania University of Braşov, e-mail: ioan-constantin.enache@unitbv.ro