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.

More from our Archive

• DOI: 10.1001/jama.2023.13239 2023

  Donanemab in Early Symptomatic Alzheimer Disease

  John R. Sims, Jennifer A. Zimmer, Cynthia D. Evans, Ming Lu, Paul Ardayfio, JonDavid Sparks, Alette M. Wessels, Sergey Shcherbinin, Hong Wang, Emel Serap Monkul Nery, Emily C. Collins, Paul Solomon, Stephen Salloway, Liana G. Apostolova, Oskar Hansson, Craig Ritchie, Dawn A. Brooks, Mark Mintun, Daniel M. Skovronsky, Rafael Abreu, Pinky Agarwal, Puja Aggarwal, Marc Agronin, Alison Allen, Dario Altamirano, Gustavo Alva, James Andersen, Allan Anderson, Donald Anderson, Jennifer Arnold, Takashi Asada, Yasuhiro Aso, Vikram Atit, Ricardo Ayala, Michael Badruddoja, Hanna Badzio-jagiello, Michal Bajacek, David Barton, David Bear, Sabrina Benjamin, Richard Bergeron, Perminder Bhatia, Sandra Black, Allan Block, Mohammad Bolouri, Wendy Bond, Jean Bouthillier, Sharon Brangman, Bruce Brew, Sarah Brisbin, Toby Brisken, Amy Brodtmann, Mark Brody, Jared Brosch, Celia Brown, Paul Brownstone, Sylwia Bukowczan, Jeffrey Burns, Alicia Cabrera, Horace Capote, Angel Carrasco, Jose Cevallos Yepez, Eric Chavez, Howard Chertkow, Urszula Chyrchel-paszkiewicz, Anthony Ciabarra, Edward Clemmons, Daniel Cohen, Robert Cohen, Ian Cohen, Mauricio Concha, Brian Costell, Denis Crimmins, Yvette Cruz-pagan, Adolfo Cueli, Robert Cupelo, Maciej Czarnecki, David Darby, P.l.j. Dautzenberg, Peter De Deyn, Jose De La Gandara, Kenneth Deck, David Dibenedetto, Mark Dibuono, Eric Dinnerstein, Ahmet Dirican, Shanker Dixit, Jacek Dobryniewski, Ryan Drake, Peter Drysdale, Ranjan Duara, John Duffy, Aaron Ellenbogen, Victor Faradji, Marc Feinberg, Robert Feldman, Simon Fishman, Stephen Flitman, Concetta Forchetti, Ivonne Fraga, Andrew Frank, Benjamin Frishberg, Hiroto Fujigasaki, Hiroyuki Fukase, Ileana Fumero, Kenichi Furihata, Christopher Galloway, Rekha Gandhi, Kristi George, Marcel Germain, Darren Gitelman, Nicholas Goetsch, Danielle Goldfarb, Mark Goldstein, Lawrence Goldstick, Yaneicy Gonzalez Rojas, Ira Goodman, David Greeley, Carl Griffin, Eric Grigsby, Daniel Grosz, Karl Hafner, David Hart, Sam Henein, Brad Herskowitz, Shinji Higashi, Yasuto Higashi, Gilbert Ho, Jonathan Hodgson, Mark Hohenberg, Larry Hollenbeck, Richard Holub, Tomokatsu Hori, Jakub Hort, Jan Ilkowski, K. Jennifer Ingram, Mitchell Isaac, Mitsunori Ishikawa, Lubos Janu, Mark Johnston, William Julio, William Justiz, Tomotsugu Kaga, Tatsuya Kakigi, Marvin Kalafer, Mikiko Kamijo, Jeffrey Kaplan, Michael Karathanos, Sadao Katayama, Siddharth Kaul, Andrew Keegan, Diana Kerwin, Uzma Khan, Arifulla Khan, Noriyuki Kimura, Gregory Kirk, Gabriela Klodowska, Hisatomo Kowa, Christen Kutz, Joseph Kwentus, Rosalyn Lai, Ayesha Lall, Mary Lawrence, Elly Lee, Ramon Leon, Gary Linker, Pawel Lisewski, Jonathan Liss, Collins Liu, Scott Losk, Ewelina Lukaszyk, Jennifer Lynch, Stephen Macfarlane, Josephine Macsweeney, Nicholas Mannering, Oto Markovic, Donald Marks, Joseph Masdeu, Yutaka Matsui, Kunitaka Matsuishi, Peter Mcallister, Brock Mcconnehey, Alvin Mcelveen, Lora Mcgill, Adam Mecca, Michael Mega, Jason Mensah, Anatol Mickielewicz, Artin Minaeian, Bharat Mocherla, Cynthia Murphy, Paul Murphy, Hirotaka Nagashima, Anil Nair, Malini Nair, John Nardandrea, Marshall Nash, Ziad Nasreddine, Yoshihiko Nishida, Jeffrey Norton, Lazaro Nunez, Jun Ochiai, Takuya Ohkubo, Yasuyuki Okamura, Eugene Okorie, Esteban Olivera, John O'mahony, Omid Omidvar, Desiree Ortiz-Cruz, Alexander Osowa, Michelle Papka, Alicia Parker, Paayal Patel, Ashok Patel, Meenakshi Patel, Claude Patry, Elizabeth Peckham, Michael Pfeffer, Alison Pietras, Michael Plopper, Anton Porsteinsson, Raphael Poulin Robitaille, Niels Prins, Orlando Puente, Marcin Ratajczak, Margaret Rhee, Angela Ritter, Ramon Rodriguez, Lilia Rodriguez Ables, Julio Rojas, Jeffrey Ross, Paule Royer, Jay Rubin, David Russell, Sterre Malou Rutgers, Stephanie Rutrick, Martin Sadowski, Beth Safirstein, Takafumi Sagisaka, Douglas Scharre, Lon Schneider, Curtis Schreiber, Michael Schrift, Paul Schulz, Harvey Schwartz, Julie Schwartzbard, John Scott, Lissette Selem, Pramod Sethi, Sharon Sha, Kenneth Sharlin, Sanjiv Sharma, Thomas Shiovitz, Rajinder Shiwach, Martin Sladek, Bart Sloan, Amanda Smith, Paul Solomon, Ehab Sorial, Evelio Sosa, Mary Stedman, Susan Steen, Lee Stein, Arkadiy Stolyar, John Stoukides, Shinji Sudoh, James Sutton, Junaid Syed, Kinga Szigeti, Hisatsugu Tachibana, Yuichi Takahashi, Amane Tateno, James Dale Taylor, Kelly Taylor, Oleg Tcheremissine, Adly Thebaud, Stephen Thein, Louise Thurman, Steven Toenjes, Hiromasa Toji, Misaki Toma, Duc Tran, Pilar Trueba, Masashi Tsujimoto, Raymond Turner, Akiyoshi Uchiyama, Dorota Ussorowska, Sanjeev Vaishnavi, Elena Valor, Joel Vandersluis, Alberto Vasquez, Juan Velez, Cherian Verghese, Klaudia Vodickova-borzova, David Watson, David Weidman, David Weisman, Alexander White, Katherine Willingham, Izabela Winkel, Paul Winner, Jaron Winston, Adam Wolff, Hideo Yagi, Hideki Yamamoto, Sanjay Yathiraj, Yasumasa Yoshiyama, Marzena Zboch,

• DOI: 10.1001/jama.2023.10578 2023

  Diabetic Foot Ulcers

  David G. Armstrong, Tze-Woei Tan, Andrew J. M. Boulton, Sicco A. Bus

• DOI: 10.1039/d3tb00505d 2023

  Metal–organic frameworks (MOFs) as apt luminescent probes for the detection of biochemical analytes

  Dongwen Luo, Jiefeng Huang, Yanhong Jian, Ayushi Singh, Abhinav Kumar, Jianqiang Liu, Ying Pan, Qin Ouyang

• DOI: 10.47102/annals-acadmedsg.v34n1p111 2023

  Periodontal Disease – The Emergence of a Risk for Systemic Conditions: Pre-term Low Birth Weight

  BK Yeo, LP Lim, DW Paquette, RC Williams

• DOI: 10.1001/jama.2023.9043 2023

  Trends in State-Level Maternal Mortality by Racial and Ethnic Group in the United States

  Laura G. Fleszar, Allison S. Bryant, Catherine O. Johnson, Brigette F. Blacker, Aleksandr Aravkin, Mathew Baumann, Laura Dwyer-Lindgren, Yekaterina O. Kelly, Kelsey Maass, Peng Zheng, Gregory A. Roth

• DOI: 10.47102/annals-acadmedsg.v34n1p105 2023

  Infectious Respiratory Illnesses and their Impact on Healthcare Workers: A Review

  JGH Low, A Wilder-Smith

• DOI: 10.47102/annals-acadmedsg.v34n1p84 2023

  Measurable Predictive Factors for Progression to AIDS among HIV-infected Patients in Singapore

  KY Chow, LW Ang, I Verghesse, SK Chew, YS Leo

• DOI: 10.1001/jamanetworkopen.2023.21281 2023

  Incidence of Diabetes in Children and Adolescents During the COVID-19 Pandemic

  Daniel D’Souza, Jessica Empringham, Petros Pechlivanoglou, Elizabeth M. Uleryk, Eyal Cohen, Rayzel Shulman

• DOI: 10.1001/jama.2023.9651 2023

  The Challenges for Regulating Medical Use of ChatGPT and Other Large Language Models

  Timo Minssen, Effy Vayena, I. Glenn Cohen

• DOI: 10.1152/physrev.00039.2022 2023

  Mechanisms of mechanical overload-induced skeletal muscle hypertrophy: current understanding and future directions

  Michael D. Roberts, John J. McCarthy, Troy A. Hornberger, Stuart M. Phillips, Abigail L. Mackey, Gustavo A. Nader, Marni D. Boppart, Andreas N. Kavazis, Paul T. Reidy, Riki Ogasawara, Cleiton A. Libardi, Carlos Ugrinowitsch, Frank W. Booth, Karyn A. Esser