Marketing Papers
Document Type
Journal Article
Date of this Version
January 1988
Abstract
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.
COinS
Date Posted: 14 June 2007
This document has been peer reviewed.
Comments
Postprint version. Published in International Journal of Forecasting, Volume 3, Issue 3-4, 1987, pages 355-376. [Published simultaneously in the Singapore Marketing Review, 11 (1987), 7-23.]
Publisher URL: http://dx.doi.org/10.1016/0169-2070(87)90029-X