43rd Congress of the European Regional Science Association: "Peripheries, Centres, and Spatial Development in the New Europe", 27th - 30th August 2003, Jyväskylä, Finland
The purpose of the paper is to explore the use of fuzzy logic technology in spatial analysis. Focus is laid on illustrating the value added within the context of Business GIS. We consider the issue of geomarketing for illustrative purposes. Geomarketing may be characterised as address focused marketing. The objective of the case study is to identify spatial customer potentials for a specific product, using real world customer data of an Austrian firm. Fuzzy logic is used to generate customer profiles and to model the spatial customer potential of the product in question. We will illustrate the use of fuzzy logic in comparison to crisp classification techniques and modelling with crisp operators for solving the problem and more generally how the use of fuzzy logic may be to the advantage of businesses. Univ.-Prof. Dr. Manfred M. Fischer (Department of Economic Geography and Geoinformatics, Vienna University of Economics and Business Administration) invited me to attend his special session.