Marketing researchers and marketing managers should get closer to the experts in forecasting and scenario planning. We present a review of the key issues in successfully implementing forecasts in an organization, with specific reference to forecasting for marketing. We emphasize the need for forecasters, marketing researchers and marketing managers to work closely together. We suggest how the forecasting process can be improved, in particular, by the use of total quality management approaches.
This paper considers the problems of collecting data for sales forecasting and marketing decision making in the developing countries. Included in the discussion is an evaluation of the sales forecasting experience of a small number of Canadian firms in North Africa. The paper suggests ways in which the forecasting process in developing countries can be improved for better decision making in foreign markets.