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

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PRINCIPLES OFCOMMUNICATINGDEMAND

A salesperson recognized that the timing for a significant order might be delayed. The customer was waffling. The salesperson did not communicate the uncertainty in the timing to his sales manager or demand manager, however. He knew his company was banking on this order, and he did not want to deliver potentially bad news. He would keep working to close the deal, hopefully within the originally anticipated time period.

A brand manager planned a promotion for a product line. The anticipated increase in demand from the promotion was not factored into the demand plan. The price discount also was not reflected ...

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