THE BETTING MAN'S GUIDE TO FORECASTING

Abstract

A technique is described using probabilities and applicable where significant amounts of business are taken up by relatively few customers of quite variable size or needs themselves. The analysis is based on consumer products, but applies equally to any business fulfilling these criteria. It can also be used to measure the results of “risks/opportunities” calculations where some values would be negative.

Citation

Morris, T. (1988), "THE BETTING MAN'S GUIDE TO FORECASTING", Marketing Intelligence & Planning, Vol. 6 No. 3, pp. 30-39. https://doi.org/10.1108/eb045774