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Keywords: Sales forecasting
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2008) 22 (6): 479–491.
Published: 12 September 2008
... that void. However, due to the unique characteristics of services, particularly the “perishability” component, accurately estimating market potential from which sales forecasts are derived is critical to successful demand management. Fluctuation in demand, in turn, has been identified as one...
