Data,” Sloan School, MIT Working Paper,
1988.
- Robert Berner, “Image Ads Catch the
Imagination of Dayton Hudson’s Target
Unit,” Wall Street Journal, October 3,
1997, p. B5.
- For further discussion, see Gary L. Lilien,
Philip Kotler, and K. Sridhar Moorthy,
Marketing Models(Upper Saddle River, NJ:
Prentice Hall, 1992).
- See Russell L. Ackoff, A Concept of Cor-
porate Planning(New York: Wiley-Inter-
science, 1970), pp. 36–37.
- For more information on NAICS, check
the U.S. Bureau of the Census Web site,
http://www.census.gov/epcd/www/naics.html.
- For suggested strategies related to the
market area’s BDIstanding, see Don E.
Schultz, Dennis Martin, and William P.
Gathering Information
and Measuring
Market Demand^133
Brown, Strategic Advertising Campaigns
(Chicago: Crain Books, 1984), p. 338.
- Jeff Harrington, “Juiced-Up Orange
Juice? Yuck, Buyers Say: Today AcuPOLL
releases 10 Best and Six Worst New Prod-
ucts of ’97,” Detroit News, December 7,
1997, p. D3.
- See Jacob Gonik, “Tie Salesmen’s
Bonuses to Their Forecasts,” Harvard
Business Review, May–June 1978, pp.
116–23.
- See Norman Dalkey and Olaf Helmer,
“An Experimental Application of the
Delphi Method to the Use of Experts,”
Management Science, April 1963, pp.
458–67. Also see Roger J. Best, “An Ex-
periment in Delphi Estimation in Mar-
keting Decision Making,” Journal of
Marketing Research, November 1974, pp.
