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…mehr
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.
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.
Inhaltsangabe
PREFACE 1. MANAGING THE SALES FORECASTING PROCESS INTRODUCTION A DEMAND MANAGEMENT APPROACH TO SALES FORECASTING SALES FORECASTING MANAGEMENT FORECASTS VERSUS PLANS VERSUS TARGETS THE ROLE OF SALES FORECASTING IN SALES AND OPERATIONS PLANNING (S&OP) WHY IS A SALES FORECAST NEEDED? SUMMARY: ORGANIZATIONAL SALES FORECASTING NEEDS THE TOOLS OF SALES FORECASTING MANAGEMENT SALES FORECASTING MANAGEMENT QUESTIONS SALES FORECASTING AND PLANNING: AN ITERATIVE PROCESS FUNCTIONAL SILOS OVERVIEW OF THIS BOOK OVERVIEW OF THIS BOOK 2. SALES FORECASTING PERFORMANCE MEASUREMENT INTRODUCTION SALES FORECASTING ACCURACY SALES FORECOSTING COSTS CUSTOMER SATISFACTION PUTTING IT ALL TOGETHER--A FORECASTING ROI DECISION CONCLUSIONS 3. TIMES SERIES FORECASTING TECHNIQUES INTRODUCTION FIXED-MODEL TIME SERIES TECHNIQUES FIXED MODEL TIME SERIES TECHNIQUES SUMMARY OPEN-MODEL TIME SERIES TECHNIQUES SUMMARY 4. REGRESSION ANALYSIS INTRODUCTION HOW REGRESSION ANALYSIS WORKS THE PROCESS OF REGRESSION ANALYSIS FOR FORECASTING FURTHER EVALUATION OF CANDIDATE MODELS MODEL VALIDATION AN EXAMPLE CONCLUSION NOTES 5. QUALITATIVE SALES FORECASTING INTRODUCTION QUALITATIVE FORECASTING: ADVANTAGES AND PROBLEMS SUMMARY: QUALITATIVE TECHNIQUE ADVANTAGES AND PROBLEMS QUALITATIVE TECHNIQUES AND TOOLS MARKET RESEARCH TOOLS FOR QUALITATIVE FORECASTING DECISION ANALYSIS TOOLS FOR QUALITATIVE FORECASTING SUMMARY APPENDIX 6. SALES FORECASTING SYSTEMS INTRODUCTION THE SALES FORECASTING SYSTEM AS A COMMUNICATION VEHICLE MULTICASTER SALES FORECASTING SYSTEMS: SUMMARY APPENDIX 7. BENCHMARK STUDIES: THE SURVEYS INTRODUCTION STUDIES PRIOR TO PHASE 1 PHASE 2 METHODOLOGY FINDINGS COMPARING PHASE 1 TO PHASE 2 CONCLUSIONS FROM COMPARING PHASE 1 AND PHASE 2 SALES FORECASTING SYSTEMS SALES FORECASTING MANAGEMENT FORECASTING IN CONSUMER VERSUS INDUSTRIAL MARKETS CONCLUSIONS: INDUSTRIAL VERSUS CONSUMER FORECASTING CONCLUSIONS FROM PHASE 2 8. BENCHMARK STUDIES: WORLD-CLASS FORECASTING INTRODUCTION FUNCTIONAL INTEGRATION APPROACH SYSTEMS PERFORMANCE MEASUREMENT CONCLUSIONS APPENDIX: SALES FORECASTING AUDIT PROTOCOL 9. BENCHMARK STUDIES: CONDUCTING A FORECASTING AUDIT INTRODUCTION THE ROLE OF AUDITING MANAGEMENT RESPONSE TO AUDITS CONCLUSIONS 10. MANAGING THE SALES FORECASTING FUNCTION INTRODUCTION THE ROLE OF THE SALES FORECASTING CHAMPION THE SEVEN KEYS TO BETTER FORECASTING WHY THE CEO SHOULD CARE THE CEO SHOULD CARE AT TELLABS CONCLUSIONS REFERENCES INDEX
PREFACE 1. MANAGING THE SALES FORECASTING PROCESS INTRODUCTION A DEMAND MANAGEMENT APPROACH TO SALES FORECASTING SALES FORECASTING MANAGEMENT FORECASTS VERSUS PLANS VERSUS TARGETS THE ROLE OF SALES FORECASTING IN SALES AND OPERATIONS PLANNING (S&OP) WHY IS A SALES FORECAST NEEDED? SUMMARY: ORGANIZATIONAL SALES FORECASTING NEEDS THE TOOLS OF SALES FORECASTING MANAGEMENT SALES FORECASTING MANAGEMENT QUESTIONS SALES FORECASTING AND PLANNING: AN ITERATIVE PROCESS FUNCTIONAL SILOS OVERVIEW OF THIS BOOK OVERVIEW OF THIS BOOK 2. SALES FORECASTING PERFORMANCE MEASUREMENT INTRODUCTION SALES FORECASTING ACCURACY SALES FORECOSTING COSTS CUSTOMER SATISFACTION PUTTING IT ALL TOGETHER--A FORECASTING ROI DECISION CONCLUSIONS 3. TIMES SERIES FORECASTING TECHNIQUES INTRODUCTION FIXED-MODEL TIME SERIES TECHNIQUES FIXED MODEL TIME SERIES TECHNIQUES SUMMARY OPEN-MODEL TIME SERIES TECHNIQUES SUMMARY 4. REGRESSION ANALYSIS INTRODUCTION HOW REGRESSION ANALYSIS WORKS THE PROCESS OF REGRESSION ANALYSIS FOR FORECASTING FURTHER EVALUATION OF CANDIDATE MODELS MODEL VALIDATION AN EXAMPLE CONCLUSION NOTES 5. QUALITATIVE SALES FORECASTING INTRODUCTION QUALITATIVE FORECASTING: ADVANTAGES AND PROBLEMS SUMMARY: QUALITATIVE TECHNIQUE ADVANTAGES AND PROBLEMS QUALITATIVE TECHNIQUES AND TOOLS MARKET RESEARCH TOOLS FOR QUALITATIVE FORECASTING DECISION ANALYSIS TOOLS FOR QUALITATIVE FORECASTING SUMMARY APPENDIX 6. SALES FORECASTING SYSTEMS INTRODUCTION THE SALES FORECASTING SYSTEM AS A COMMUNICATION VEHICLE MULTICASTER SALES FORECASTING SYSTEMS: SUMMARY APPENDIX 7. BENCHMARK STUDIES: THE SURVEYS INTRODUCTION STUDIES PRIOR TO PHASE 1 PHASE 2 METHODOLOGY FINDINGS COMPARING PHASE 1 TO PHASE 2 CONCLUSIONS FROM COMPARING PHASE 1 AND PHASE 2 SALES FORECASTING SYSTEMS SALES FORECASTING MANAGEMENT FORECASTING IN CONSUMER VERSUS INDUSTRIAL MARKETS CONCLUSIONS: INDUSTRIAL VERSUS CONSUMER FORECASTING CONCLUSIONS FROM PHASE 2 8. BENCHMARK STUDIES: WORLD-CLASS FORECASTING INTRODUCTION FUNCTIONAL INTEGRATION APPROACH SYSTEMS PERFORMANCE MEASUREMENT CONCLUSIONS APPENDIX: SALES FORECASTING AUDIT PROTOCOL 9. BENCHMARK STUDIES: CONDUCTING A FORECASTING AUDIT INTRODUCTION THE ROLE OF AUDITING MANAGEMENT RESPONSE TO AUDITS CONCLUSIONS 10. MANAGING THE SALES FORECASTING FUNCTION INTRODUCTION THE ROLE OF THE SALES FORECASTING CHAMPION THE SEVEN KEYS TO BETTER FORECASTING WHY THE CEO SHOULD CARE THE CEO SHOULD CARE AT TELLABS CONCLUSIONS REFERENCES INDEX
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