Marketing Intelligence & Planning: Volume 5 Issue 3

Using Demand Forecasting Models

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…

Test Marketing: An Exposition

S. Tamer Cavusgil, Ugur Yavas

With the increasing costs of product failures, marketers need to be more systematic in their approach to assessing acceptance of new products. The general principles of test…

Communication and the Nature of Consumer Decision Processes

Keith Fletcher

Manufacturers use communication strategies to inform potential consumers of their product's existence, its main features and benefits, its advantages over competing products, with…

Management Of Change In Company Strategy: Address to the Marketing Society 19 November 1986

D. Angel

Birds Eye has successfully managed its company marketing strategy over the past 20 years. Social changes, increased competition and technological changes have all prompted Birds…