Abstract
Marketing plans are made to guide future action, and research is generally employed to provide “clues” as to what the future will be. Yet research can do no more than to sift the past. Nevertheless, businessmen demand the best assurance they can obtain that their plans for the future will be “right.”
Walter Weir believes that the closest approach to reading the future is in the creative imagination and the use of “fictions.” Until the social sciences improve, he maintains, this is the best means available for the purpose.
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