Fuzzy expert marketing-mix model

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F05%3A9235" target="_blank" >RIV/60460709:41110/05:9235 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Fuzzy expert marketing-mix model

Original language description

A marketing-mix setting model is presented. The all four P?s are integrated and identified. The model makes strong utilization of relevant experts? knowledge and expertise through a fuzzy-decision-making system tailored to dynamically set the marketing-mix periodically in response to changing business environment. Quantitative, qualitative, uncertain, and vague variables are handled necessary to provide a realistic solution. The proposed model is particularly applicable to changing business environmentsthat are full of such qualitative, stochastic, uncertain, and vague variables as in the case of agricultural business (e.g., agro-food companies, fertilizers and agro-chemical producers), and generally applicable to any other business sector. The methodcan be considered as the fuzzy-expert system for determining values of the marketing decision variables.

Czech name

Fuzzy expertní model marketingového mixu

Czech description

A marketing-mix setting model is presented. The all four P?s are integrated and identified. The model makes strong utilization of relevant experts? knowledge and expertise through a fuzzy-decision-making system tailored to dynamically set the marketing-mix periodically in response to changing business environment. Quantitative, qualitative, uncertain, and vague variables are handled necessary to provide a realistic solution. The proposed model is particularly applicable to changing business environmentsthat are full of such qualitative, stochastic, uncertain, and vague variables as in the case of agricultural business (e.g., agro-food companies, fertilizers and agro-chemical producers), and generally applicable to any other business sector. The methodcan be considered as the fuzzy-expert system for determining values of the marketing decision variables.

Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

JD - Use of computers, robotics and its application

OECD FORD branch

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Project

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Continuities

Z - Vyzkumny zamer (s odkazem do CEZ)

Publication year

2005

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Agricultural Economics (Zemědělská ekonomika)

ISSN

0139-570X

e-ISSN

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Volume of the periodical

51

Issue of the periodical within the volume

1

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

8

Pages from-to

30-37

UT code for WoS article

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EID of the result in the Scopus database

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