Eli Goldratt and Tom H. C. Anderson Discuss Sales Forecasting

May 24, 2010
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Tom H. C. Anderson and Management Guru Eli Goldratt discuss retail sales forecasting

In Saturday’s post Eli Goldratt and I spoke broadly about economics and globalization and how that will effect marketing. Today I ask him a few question about his most recent project, investigating retail. Eli points out how bad marketing is at forecasting… (Post 5 of 5)

TA: Well, one final question. Your latest book, ‘Isn’t It Obvious’, I believe, will be very interesting for marketers and market researchers as it deals with retail. And I think that market researchers don’t consider the retail component enough, sometimes. We don’t do such a good job of forecasting demand, sales, considering segmentation, shopper basket analysis and so forth.

EG: What, what? Say it again? Not such a good job? I would say that you are doing a lousy job! For ..

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