haku: @author Davis, J. / yhteensä: 19
viite: 11 / 19
| Tekijä: | Davis, J. |
| Otsikko: | Techniques in marketing |
| Lehti: | Management Decision
1987 : VOL. 25:2, p.62-70 |
| Asiasana: | MARKETING FORECASTING |
| Kieli: | eng |
| Tiivistelmä: | Among the "timeless articles" from the 1963-1987 volumes of the journal this one /from 1970/ gives descriptive account of the most important techniques used in marketing forecasting. It defines projection as short-term forecasting method. The prediction of market levels calls for more insight into the way in which the market operates. A forecast is seen as the result of combining a prediction based on some statistical model, with information about the effects of events which cannot be placed within the equations. Three main approaches to market estimates are reviewed: the total market approach, the segmented approach, and the residual approach. The aims and techniques of marketing experiments are discussed. |
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