A Marketing Model for Short-term Prediction of Consumer Sales

Abstract

This article is a nontechnical description of a generalized marketing model from the point of view of the manufacturer of nondurable goods, one who does not fully control his own distribution system.

The model seeks to identify the main marketing variables affecting the sales of such products. These are arranged in a structure which offers a useful conceptual approach for marketing management, and a starting framework for a specific information-system design.

Mr. Barton believes that it is technically feasible to collect input statistics with sufficient accuracy as to improve the marketing activities of many medium-size to large-size companies.