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Sinopsis
Incorporating 25 years of sales forecasting management research with more than 400 companies, Sales Forecasting Management, Second Edition;is the first text to truly integrate the theory and practice of sales forecasting management. This research includes the personal experiences of John T. Mentzer and Mark A. Moon in advising companies how to improve their sales forecasting management practices. Their program of research includes two major surveys of companies sales forecasting practices, a two-year, in-depth study of sales forecasting management practices of 20 major companies, and an ongoing study of how to apply the findings from the two-year study to conducting sales forecasting audits of additional companies. The book provides comprehensive coverage of the techniques and applications of sales forecasting analysis, combined with a managerial focus to give managers and users of the sales forecasting function a clear understanding of the forecasting needs of all business functions.;;
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Dr. John T. (Tom) Mentzer is the Harry J. and Vivienne R. Bruce Chair of Excellence in Business in the Department of Marketing, Logistics and Transportation at the University of Tennessee. He has written more than 170 papers and articles, which have appeared in the Journal of Marketing, Journal of the Academy of Marketing Science, the Journal of MacroMarketing, Industrial Marketing Management, the Journal of Marketing Education, the Columbia Journal of World Business, Research in Marketing, Social Indicators Research, the International Journal of Physical Distribution and Materials Management, the Journal of Business Logistics, the Logistics and Transportation Review, Transportation Journal, the Journal of Business Research, Advances in Business Research, the Journal of Forecasting, the Journal of Business Forecasting, and numerous conference proceedings. He has co-authored five books: SUPPLY CHAIN MANAGEMENT, SALES FORECASTING MANAGEMENT, SIMULATED PRODUCT SALES FORECASTING, MARKETING TODAY, and READINGS IN MARKETING TODAY and edited the monograph MARKETING EDUCATION SOFTWARE. Dr. Mentzer was recognized in 1996 as one of the five most prolific authors in the Journal of the Academy of Marketing Science, and in 1999 as the most prolific author in the Journal of Business Logistics. He was awarded the Academy of Marketing Science Outstanding Marketing Teacher Award in 2001.
Mark Moon is an Associate Professor of Marketing at the University of Tennessee, Knoxville. He earned his Ph.D. from the University of North Carolina at Chapel Hill, and his MBA and BA degrees from the University of Michigan. Mark’s professional experience includes positions in sales and marketing with IBM and Xerox. He has been a member of UT’s sales forecasting research team since 1996, and since that time, has published numerous articles on best practices in forecasting. Mark has played a key role in Phase 4 of the Sales Forecasting Benchmarking Studies, and has worked with 23 different companies to audit their forecasting practices.
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Sales Forecasting Management : A Demand Management Approach
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SAGE Publications, Incorporated, 2004
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