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Forecasting: Issues & Challenges for Marketing Management.

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    • Abstract:
      The article discusses forecasting methods used in marketing management. Marketing-developed forecasts play an integral part in the planning of production, finance, and other corporate concerns. One of the methods discussed is the Moving Average approach. This is used to minimize the impact of randomness in a forecast. Another method discussed is called Exponential Smoothing. This practice involves giving greater weight to more recent information. More sophisticated approaches to forecasting are classified as Auto-Regressive/Moving Average methods (ARMA).