...C. Robert Newberry; Bruce R. Klemz; Christo Boshoff Services managers are dependent on forecasting purchase behavior when making resource allocation decisions. Purchase intentions are commonly used as a basis to forecast purchase behavior. This practice is, however, not without its critics...

... common underpinnings. The result of that activity, as depicted in Table II, was a set of ten different focuses that capture the experts’ forecasts for the future of services. These range from urging service scholars and practitioners to rethink the definition of services to calls for exploration...

...Malcolm H.B. McDonald Explores the reasons why the majority of industrial companies continue to rely on forecasting and budgeting systems rather than marketing planning. Identifies the key barriers to the development and implementation of marketing plans. Concludes with recommendations...