Forecasters, marketing researchers and marketing managers

Date of publication: September 1, 1997

Abstract:

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.

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