..., such as sponsorship. Therefore, the purpose of this paper is to provide an analytical framework for market intelligence that enables managers to better predict and forecast costs in today’s ever-changing sport marketing environment. Design/methodology/approach – Given the dynamic and ultra-competitive nature...

...Sundara Ragharan Srinivasan; Sreeram Ramakrishnan; Scott E. Grasman Purpose Quantitative measures are not commonly available to identify and measure product cannibalization resulting from the introduction of new products, and existing forecasting methods such as ARIMA do not explicitly account...

... on the Bayesian VAR model, proposes a dynamic market share model with logical consistency. The proposed method makes it possible to forecast not only the values of market share themselves, but also various dynamic market share relations across different brands or companies. The daily scanner data from the Nikkei...

.../ criterion and one or more independent factor(s)/ variable(s)/criterion(a). In the case of a product that is sold to a final consumer, MRA calls for determining the quantitative relationship with the following explanatory variables for determining retail sales forecasting: ANN models are characterized...

...Conway Lackman; Charles Brandon Employs weights based on relative errors produced by two or more models to formulate a consensus forecast. This method better captures changing patterns through time and sharply reduces size of forecast error. © MCB UP Limited 1994 At one extreme, all...

..., rather than a company, perspective. Judgemental forecasting techniques are suggested to be more suitable in new industries because of the problems associated with other forecasting methods. However, problems such as time pressure on executives and the need for confidentiality are more acute when using...

... will be necessary. Competitive advantage will depend more than ever on the ability to apply these new databases to the marketing process, especially in forecasting future requirements at the macro and micro levels. Therefore mutual co‐operation will be an essential ingredient for the success of the buyer/seller...

... these criteria. It can also be used to measure the results of “risks/opportunities” calculations where some values would be negative. © MCB UP Limited 1988 Customers Forecasting Managers Marketing Probability THE BETTING MAN'S GUIDE TO FORECASTING by Terry Morris Introduction In the long run...

...Leslie Bernard Trustrum; F. Robert Blore; William James Paskins Demand forecasting models are past the point of academic curiosity, and although they are still in the early stages of their life cycle, they are well beyond the development stage. The modelling of demand phenomena may be viewed...

...Thanassis Frontistis; Panos Apostolidis Forecasting is part of the decision‐making process and has become an important component in all marketing activities. Methods of forecasting range from simple moving averages to sophisticated input‐output models. Forecasting, as a tool, provides marketing...