Demand and Supply Integration: The Key to World-Class Demand Forecasting (Paperback) (FT Press Operations Management) (Paperback)

Demand and Supply Integration: The Key to World-Class Demand Forecasting (Paperback) (FT Press Operations Management) Cover Image


Salespeople work with customers every day: they have invaluable information about what these customers plan to buy. Marketers focus every day on competitive activity, new products, promotional events, and pricing changes -- all of which profoundly shape customer demand. By engaging sales, marketing, and other business functions, supply chain professionals can create demand forecasts that are far more accurate -- and far more valuable in driving their plans and strategies. Now, pioneering expert Dr. Mark Moon presents the specific design characteristics of a world-class demand forecasting management process, showing how to effectively integrate demand forecasting within a comprehensive Demand and Supply Integration (DSI) process. Writing for supply chain professionals at all levels in any business, government, or military organization, Moon covers all this, and more:
  • What DSI is and how it differs from SandOP
  • Symptoms of failures to integrate demand and supply
  • Characteristics of successful DSI implementations
  • Demand Forecasting as a management process
  • Understanding and applying the right qualitative and quantitative forecasting techniques
  • Reflecting market intelligence in forecasts
  • Measuring forecasting performance
  • Achieving state-of-the-art demand forecasting
  • Managing Demand Reviews

About the Author

Dr. Mark A. Moon is an Associate Professor of Marketing and Head of the Department of Marketing and Supply Chain Management at the University of Tennessee, Knoxville. Prior to joining the UT faculty in 1993, Dr. Moon earned his Ph.D. from the University of North Carolina at Chapel Hill. He also holds MBA and BA degrees from the University of Michigan in Ann Arbor. Dr. Moon's professional experience includes positions in sales and marketing with IBM and Xerox. He teaches at the undergraduate, MBA, and Executive MBA, and Ph.D. levels, and teaches demand planning, forecasting, and marketing strategy in numerous executive programs offered at the University of Tennessee's Center for Executive Education. Dr. Moon's primary research interests are in demand management, sales forecasting, buyer-seller relationships, and demand/supply integration (or sales and operations planning). He has published in the Journal of the Academy of Marketing Science, International Journal of Forecasting, Supply Chain Management Review, Foresight, Journal of Personal Selling and Sales Management, Journal of Business Forecasting, Journal of Marketing Education, Marketing Education Review, Business Horizons, Industrial Marketing Management, Journal of Marketing Theory and Practice, and several national conference proceedings. Dr. Moon is also the author, along with Dr. John T. (Tom) Mentzer of Sales Forecasting Management: A Demand Management Approach. Dr. Moon has consulted with numerous companies on sales forecasting re-engineering projects, including AET Films, AlliedSignal, Amway, Avery Dennison, Bacardi USA, Conagra, Continental Tire, Cooper Tire, Corning, Deere and Company, DuPont, Eastman Chemical, Ethicon, Exxon, Hershey Foods, Lucent Technologies, Maxtor, Michelin, Motorola PCS, OfficeMax, Orbit Irrigation Products, Peerless Pumps, Pharmavite, Philips Consumer Electronics, Sara Lee Intimate Apparel, Smith & Nephew, Union Pacific Railroad, Whirlpool, and Williamson-Dickie. He has also consulted with numerous companies on the topic of supply chain strategy, including Lockheed-Martin, Nissan North America, Johnson & Johnson, Radio Systems Corporation, Cummins Filtration, Tyco, and Winn- Dixie. In addition, Dr. Moon has delivered custom executive education programs, covering topics that include marketing strategy, sales forecasting, demand planning, and sales and operation planning, with numerous companies, including Honeywell, Coca-Cola, Corning, BASF, 3M, Union Pacific Railroad, EdAmerica, Nestle, Orbit Irrigation Products, Sony, American Standard, and CHEP. Mark was born and raised in Ann Arbor, Michigan. He has two sons: Colin and David. Away from the office, Mark enjoys traveling with his wife, Carol, and golfing with his sons, who now beat him regularly.
Product Details
ISBN: 9780134391892
ISBN-10: 0134391896
Publisher: Pearson FT Press
Publication Date: July 14th, 2015
Pages: 304
Language: English
Series: FT Press Operations Management