INTRODUCTION
Harketlag Plans are developei? mostly In a
situation of nearly total ignorance or under hazy
awareness of the markets to the various moves one
plan. Again, the behaviour of people is a very
difficult subject to analyse and pred lot. And
since marketing Is about behaviour, it follows
that marketing decisions must be the hardest in
business. That, it the one plan which is most
difficult to produce with confidence. In the
first place, there is very little information
about all situations which are both behavioural
and dynamic. The market Is interactive, data is
non-linear and lagged*