Smith, Henry C.; Herbig, Paul; Milewicz, John; Golden, … - In: Journal of Marketing Practice: Applied Marketing Science 2 (1996) 1, pp. 35-51
If there is any one function managers most despise, it is the art of forecasting. By its very nature it concerns … guessing the outcome of future events. Do all firms forecast the same? Compares forecasting behaviour between large and small … firms and examines questions such as who does the forecasting, how often do they do forecasts, what areas are forecasted …