Forecasting Methods for Marketing:* Review of Empirical Research
J. Armstrong (),
R. Brodie and
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R. Brodie: University of Canterbury
S. McIntyre: Santa Clara University
General Economics and Teaching from University Library of Munich, Germany
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; methods; review; research (search for similar items in EconPapers)
JEL-codes: A (search for similar items in EconPapers)
Note: Type of Document - pdf; pages: 23
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Persistent link: https://EconPapers.repec.org/RePEc:wpa:wuwpgt:0502023
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