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| Author: | Fildes, R. Hastings, R. |
| Title: | The organization and improvement of market forecasting |
| Journal: | Journal of the Operational Research Society
1994 : JAN, VOL. 45:1, p. 1-16 |
| Index terms: | FORECASTING MARKETING ORGANIZATIONAL THEORY |
| Language: | eng |
| Abstract: | Quantitative forecasting techniques are not much used in organization. Instead, organizations rely on the judgement of managers working close to the product market. Increasingly however, developments at the interface between marketing and operations require more accurate forecasting. Quantitative marketing models have that potential. Drawing on theories from the "diffusion of innovation" literature and results on " the barriers to effective implementation", this paper considers those factors that should be included in any complete evaluation of market forecasting. |
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