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A Fuzzy Segmentation Approach to Guide Marketing Decisions

A Fuzzy Segmentation Approach to Guide Marketing Decisions

Mònica Casabayó, Núria Agell
Copyright: © 2012 |Pages: 21
ISBN13: 9781466600959|ISBN10: 1466600950|EISBN13: 9781466600966
DOI: 10.4018/978-1-4666-0095-9.ch013
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MLA

Casabayó, Mònica, and Núria Agell. "A Fuzzy Segmentation Approach to Guide Marketing Decisions." Fuzzy Methods for Customer Relationship Management and Marketing: Applications and Classifications, edited by Andreas Meier and Laurent Donzé, IGI Global, 2012, pp. 291-311. https://doi.org/10.4018/978-1-4666-0095-9.ch013

APA

Casabayó, M. & Agell, N. (2012). A Fuzzy Segmentation Approach to Guide Marketing Decisions. In A. Meier & L. Donzé (Eds.), Fuzzy Methods for Customer Relationship Management and Marketing: Applications and Classifications (pp. 291-311). IGI Global. https://doi.org/10.4018/978-1-4666-0095-9.ch013

Chicago

Casabayó, Mònica, and Núria Agell. "A Fuzzy Segmentation Approach to Guide Marketing Decisions." In Fuzzy Methods for Customer Relationship Management and Marketing: Applications and Classifications, edited by Andreas Meier and Laurent Donzé, 291-311. Hershey, PA: IGI Global, 2012. https://doi.org/10.4018/978-1-4666-0095-9.ch013

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Abstract

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.

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