Westburn Publishing

forecast

Definition:
An estimate or prediction about a future state of affairs. Most forecasting is based upon extrapolative techniques which extend forward past and current trends as a basis for setting targets and budgets for future levels of activity. Given the rapidity of change it has become increasingly difficult to make long-term forecasts and many organizations now make use of much more broadly based scenario-planning in their decision-making on future courses of action.

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker],.