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Demand Management Best Practices: Process, Principles and Collaboration by George Palmatier, Colleen Crum

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PRINCIPLES OFDEMAND PLANNING

The power of demand management is in the process itself — a formal, structured, and routine process in which each element of demand management operates at an optimum level. The elements of demand management are (1) plan, (2) communicate, (3) influence, and (4) manage and prioritize (see Figure 6).

When companies struggle with forecast accuracy problems, it is usually because one or more of the elements of demand management are not in place or not operating effectively. Demand management, in these cases, is superficial at best. The focus is typically on chasing orders to ensure meeting period-end or year-end targets ...

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