THE APPLICATION OF FRACTAL THEORY IN MARKETING: WHAT CAN WE DO?
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12310%2F25%3A43910089" target="_blank" >RIV/60076658:12310/25:43910089 - isvavai.cz</a>
Result on the web
<a href="https://www.worldscientific.com/doi/10.1142/S0218348X25300065" target="_blank" >https://www.worldscientific.com/doi/10.1142/S0218348X25300065</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1142/S0218348X25300065" target="_blank" >10.1142/S0218348X25300065</a>
Alternative languages
Result language
angličtina
Original language name
THE APPLICATION OF FRACTAL THEORY IN MARKETING: WHAT CAN WE DO?
Original language description
Fractal theory has emerged as a powerful mathematical tool for analyzing complex, nonlinear, and self-similar patterns across various business and engineering domains. This review explores the role of fractals in enhancing decision-making and predictive capabilities within five key application areas: consumer segmentation, demand forecasting, inventory optimization, financial market prediction, and logistics and distribution planning. We highlight how fractal-based methods - such as fractal dimension, multifractal analysis, and entropy measures - can be integrated with machine learning to improve pattern recognition, uncertainty quantification, and system adaptability. Specific attention is given to explainability, data granularity, and the synergy between fractal modeling and AI frameworks. Key challenges and limitations, including model interpretability and computational complexity, are also discussed, along with future research directions aimed at making fractal analytics more actionable in business environments.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
10102 - Applied mathematics
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
FRACTALS-COMPLEX GEOMETRY PATTERNS AND SCALING IN NATURE AND SOCIETY
ISSN
0218-348X
e-ISSN
1793-6543
Volume of the periodical
33
Issue of the periodical within the volume
07
Country of publishing house
SG - SINGAPORE
Number of pages
12
Pages from-to
nestránkováno
UT code for WoS article
001520189700001
EID of the result in the Scopus database
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