Case Study: Integrating Consumer Demand to Improve Shipments Forecasts

Charles W. Chase

Foresight: The International Journal of Applied Forecasting, 2005, issue 1, pages 43-46

Abstract: The consumer-packaged goods industry (CPG) gives high priority to linking forecasts of consumer demand to shipments forecasts, in order to capture the impact of marketing activities on factory shipments. In this case study of a CPG company, Charlie Chase shows how to consider marketing and replenishment strategies jointly rather than individually, Copyright International Institute of Forecasters, 2005

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