Fuzzy logic marketing models for sustainable development

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.