Abstract:

The paper gives a brief outline of information demands in practical marketing with special emphasis on forecasting. It describes the different needs for information according to the forecasting horizon and the position on the scale between fast, short-term reaction and strategic, long-term planning. It then proceeds to point out that, in spite of the general recognition of these demands and in spite of the vast amount of scientific literature covering these points, practical solutions are still scarce. Some reasons for this unsatisfactory situation are given. The second part of the paper shows how the information systems FORSYS/MAVIS and MARKET/E.I.S., developed through practical use at European companies, can cope with some essential needs in this particular field, giving answers to forecasting-oriented questions and, at the same time, supplying the user with the nucleus of a Marketing Management Information System.