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Sales Forecasting Management: A Demand Management Approach

Опубликовано на портале: 23-04-2007
Thousand Oaks: Sage Publications, 2005, 347 с.
Тематический раздел:
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

Preface

1. Managing the Sales Forecasting Process

  • Introduction
  • A Demand Management Approach to Sales Forecasting
  • Sales Forecasting Management
  • Forecasts Versus Plans Versus Tagets
  • The Role of Sales Forecasting in Sales and Operations Planning
  • Why is a Sales Firecast Needed?
  • Summary: Organizational Sales Forecasting Needs
  • The Tools of Sales Forecasting Management
  • Sales Forecasting Management Questions
  • Sales Forecasting and Planning: an Ierative Process
  • Functional Silos
  • Overview of This Book

    2. Salea Forecasting Performance Measurement

  • Introduction
  • Sales Forecasting Accuracy
  • Sales Forecasting 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. Refression 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 Toola
  • 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
  • Methodology Phase 2
  • 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: Conductiong 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

  • Ключевые слова

    См. также:
    Геннадий Николаевич Константинов
    Российский журнал менеджмента. 2007.  Т. 5. № 1. С. 179-181. 
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    Александр Васильевич Бухвалов
    Российский журнал менеджмента. 2008.  Т. 6. № 1. С. 161-163. 
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