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Home→The Westburn Dictionary of Marketing→S→sales forecasting

sales forecasting

Definition:
The process of estimating the units of product or service that will be sold over a specified future period. The unit sales forecast provides the estimate of future revenue which underlines all company plans. It is also frequently the least reliable prediction the company makes by virtue of the nature of such an activity: guessing future buying decisions.

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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: [James R. Bureau], [1998].