SAN DIEGO -- The success of promotional planning under the auspices of Efficient Consumer Response depends upon forecasting models, according to an executive with Nestle Food Co. Brand marketers should develop "enhanced forecasting models" by integrating sales, manufacturing, distribution and account-specific data into a single cooperative system, said Brad Anderson, national manager of sales technology for the company, based in Glendale, Calif. Anderson spoke at an ECR conference here ...

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