search query: @freeterm MARKETINGSTRATEGIE, PROGNOSEMETHODEN, / total: 1
reference: 1 / 1
« previous | next »
| Author: | Barnett, F. W. |
| Title: | Four steps to forecast total market demand |
| Journal: | Harvard Business Review
1988 : VOL. 66:4, p. 28-30,34,36,38 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, PROGNOSEMETHODEN, ABSATZPLANUNG |
| Language: | eng |
| Abstract: | Recent history is filled with stories of companies that have made grave strategic errors because of inaccurate industrywide demand forecasts. Total-market forecasting is only the first stage in creating a strategy. There are four steps in any total-market forecast: - define the market, - divide total industry demand into its main components, - forecast the drivers of demand in each segment and project how they are likely to change, - conduct sensitivity analysis to understand the most critical assumptions. |
« previous | next »
SCIMA