Chapter 3: Forecasting
Chapter Overview
3.0 Learning Outcomes
3.1 Going With the Flow for Business Success
3.2 The Role of Forecasting in Marketing Strategy
3.3 Forecasting Horizons and Their Applications
3.4 Types of Forecasts
3.5 Categories of Forecasting Methods
3.6 Associative Models/ Causal (Econometric) Forecasting
3.7 Time Series Models
3.8 Forecast Accuracy Measures
3.9 Chapter Problems
3.10 Chapter Summary & Review
3.11 Key Terms
