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Research papers

Backcasting when forecasting is unreliable

Experience in past and on-going scenario projects confirms our strong belief that the only way to provide real value to client organizations is to involve key managers in the project as early as possible. This not only enhances learning, but it also...

Catalogue: Seminar 1993: Marketing And International Research
Authors: Rafael Ramirez, Laurent Gatignol
June 15, 1993
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Citation

Ramirez and Gatignol (1993a, June 15). Backcasting when forecasting is unreliable. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/backcasting-when-forecasting-is-unreliable