@inbook{f550ed14a62d4a959d5551f880e1e6d9,
title = "A fuzzy way to marketing focus",
abstract = "We present fuzzy sets as a tool of interest for marketing. Fuzzy sets are an extension of conventional sets, allowing partial membership of an element in the set Using these sets, we create a model for consumer choice which may combine vector and point models, including models with more than one ideal point We also review the normative power of fuzzy sets models, which are currently used for control, since they can be used for problems otherwise not tractable.",
keywords = "Fuzzy cluster, Fuzzy implication, Ideal point, Point model, Varied behaviour",
author = "Silva, \{Jos{\'e} Cam{\~o}es\} and Fernando Nascimento",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
month = jul,
day = "13",
doi = "10.1007/978-3-319-17311-5\_30",
language = "English",
isbn = "9783319173108",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "177--187",
editor = "K. Grant and I. Walker",
booktitle = "Proceedings of the 1995 World Marketing Congress",
address = "Netherlands",
}