John T. Mentzer & Mark A. Moon 
Sales Forecasting Management [EPUB ebook] 
A Demand Management Approach

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

Mark Moon is an Associate Professor of Marketing at the University of Tennessee, Knoxville. He earned his Ph.D. from the University of North Carolina at Chapel Hill, and his MBA and BA degrees from the University of Michigan. Mark’s professional experience includes positions in sales and marketing with IBM and Xerox. He has been a member of UT’s sales forecasting research team since 1996, and since that time, has published numerous articles on best practices in forecasting. Mark has played a key role in Phase 4 of the Sales Forecasting Benchmarking Studies, and has worked with 23 different companies to audit their forecasting practices.