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Forecasting: Issues & Challenges for Marketing Management

dc.contributor.authorMakridakis, Spyros
dc.contributor.authorWheelwright, Steven C.
dc.description.abstractForecasting plays an important role in every major functional area of business management. In the area of marketing however, forecasting is doubly important; not only does it have a central role in marketing itself, but marketing-developed forecasts play a key role in the planning of production, finance, and other areas of corporate activity. The importance of forecasting has become more widely acknowledged in the recent past due to substantial changes in the economic environment. The shortages and the increased inflation of the early 197O's, followed by a major recession, have focused renewed attention on forecasting and the benefits it can provide.en_UK
dc.publisherAmerican Marketing Associationen_UK
dc.relation.ispartofseriesJournal of Marketing,;Vol. 41, No. 4
dc.rightsJournal of Marketing © 1977en_UK
dc.subjectResearch Subject Categories::SOCIAL SCIENCES::Business and economics::Economicsen_UK
dc.titleForecasting: Issues & Challenges for Marketing Managementen_UK
dc.title.alternativeA framework for relating the available techniques to specific situationsen_UK

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Journal of Marketing © 1977
Except where otherwise noted, this item's license is described as Journal of Marketing © 1977