Abstract
The lot of the forecaster is a hazardous one. Inevitably at some time a forecast will be proved wrong. It will be overtaken by events in ways which were not foreseen. Afterwards memories will remain of the failure when all the more accurate forecasts have been forgotten.
This is a preview of subscription content, log in via an institution.
Preview
Unable to display preview. Download preview PDF.
Copyright information
© 1994 Elizabeth Foster and E. J. Davis
About this chapter
Cite this chapter
Foster, D. (1994). Forecasting in marketing. In: Mastering Marketing. Macmillan Master Series. Palgrave, London. https://doi.org/10.1007/978-1-349-13238-6_10
Download citation
DOI: https://doi.org/10.1007/978-1-349-13238-6_10
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-59570-1
Online ISBN: 978-1-349-13238-6
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)