Kaufman‐Scarborough, Carol; Morrin, Maureen; Bradlow, … - In: Journal of Research in Interactive Marketing 4 (2010) 1, pp. 30-45
Purpose – Retail buyers' decisions result in billions of dollars of merchandise being purchased and offered for sale by retailers around the world. At present, retail buyers do not appear to be adequately harnessing consumer input to improve their forecasts. The purpose of this paper is to...
