Affiliation:
1. "Ovidius" University of Constanta, Faculty of Economic Sciences, 124 Mamaia Blvd., 900527 Constanta , Romania
Abstract
Abstract
This paper reveals a proposal of a decision support system, enabling retail companies' marketing managers with powerful tools for the customers' portfolios targeting. The innovative methodological approach highlights a fuzzy algorithm based system that captures and computes relevant information about customers, providing a managerial support for making the most effective decisions, according to different degrees of affiliation assigned to customers. The contributions of fuzzy algorithms on targeting decisions reflects the affiliation of customers to a specific cluster, based on computation of the input vectors, income and seniority, leading to performing marketing decisions.
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