Forecasting

Forecasting is the art of anticipating what buyers are likely to do under a given set of conditions.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Forecasting. The art of anticipating what buyers are likely to do under a given set of conditions.

According to the HRBoK Guide,

Forecasting. A planning tool that helps with future decisions. Analyzing the probability of future outcomes to help lessen uncertainty.