Fuzzy Integrated Marketing Communication: The Case of Sport and Medical Equipment Indust

This paper tries to compensate for the past studies shortcoming by employing a fuzzy approach in modeling, reliance on the actual performance data, and analysis of the experts’ views. By using this approach, we achieved most satisfaction on reaching marketing and promotional goals besides minimizing cost of doing such activities. Furthermore we use some variable as such organization life cycle, marketing strategy, promotional activities budget, competition intensity and industry nature as a key construct for designing effective model.The results of paper show that employed fuzzy approach ranked the importance of Integrated Marketing Communication variables as follow in physical and Medical Equipment industry: advertisement, personal selling, public relation and sales promotion.