Inductive Fuzzy Classification in Marketing Analytics
To enhance marketing analytics, approximate and inductive reasoning can be applied to handle uncertainty in individual marketing models. This book demonstrates the use of fuzzy logic for classification and segmentation in marketing campaigns. Based on pra
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Michael Kaufmann
Inductive Fuzzy Classification in Marketing Analytics
Fuzzy Management Methods
Series Editors Andreas Meier University of Fribourg, Switzerland Witold Pedrycz University of Alberta, Alberta, Canada Edy Portmann University of California at Berkeley, CA, USA
For further volumes: http://www.springer.com/series/11223
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Michael Kaufmann
Inductive Fuzzy Classification in Marketing Analytics
Michael Kaufmann Lucerne University of Applied Sciences and Arts Engineering and Architecture Horw, Switzerland
PhD Thesis, University of Fribourg, Switzerland, 2012, No. 1751 ISSN 2196-4130 ISSN 2196-4149 (electronic) ISBN 978-3-319-05860-3 ISBN 978-3-319-05861-0 (eBook) DOI 10.1007/978-3-319-05861-0 Springer Cham Heidelberg New York Dordrecht London Library of Congress Control Number: 2014939930 © Springer International Publishing Switzerland 2014 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
For Alice. Follow the white rabbit. “The Caterpillar took the hookah out of its mouth and yawned once or twice, and shook itself. Then it got down off the mushroom, and crawled away into the grass, merely remarking as it went, ‘One side will make you grow taller, and the other side will make you grow shorter.’ ‘One side of what? The other sid
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