Forecasting Methods for Marketing: Review of Empirical Research
23 Pages Posted: 8 Feb 2005 Last revised: 1 Jan 2012
This paper reviews the empirical research on forecasting in marketing. In addition, it presents results from some small scale surveys. We offer a framework for discussing forecasts in the area of marketing, and then review the literature in light of that framework. Particular emphasis is given to a pragmatic interpretation of the literature and findings. Suggestions are made on what research is needed.
Keywords: Forecasting, marketing, surveys
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