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| Author: | Golden, J. Milewicz, J. Herbig, P. |
| Title: | Forecasting: trials and tribulations |
| Journal: | Management Decision
1994 : VOL. 32:1, p. 33-36 |
| Index terms: | FORECASTING MANAGERS MARKETING STRATEGY |
| Language: | eng |
| Abstract: | The function which managers most despise is the art of forecasting. By its very nature it concerns guessing the outcome of future events. No matter how sophisticated computer-driven techniques and programs are evolved, the future has inherently within it events beyond the control of managers. The article reviews forecasting and provides several recommendations on how one could go about minimizing biases within the forecasting process. The strategy is also discussed. |
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