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

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MANAGING ANDPRIORITIZING DEMAND

The ability to manage and prioritize demand is like fine-tuning a race car. You must make sure you have the right gear ratio to get the engine power to the tires. If the gear ratio is too low, the tires break loose and you risk blowing the engine. If the gear ratio is too high, the engine accelerates slowly and other cars pass you coming off the turns. When the gear ratio is set correctly, you gain optimum power and handling performance.

The purpose of managing and prioritizing demand is to manage for optimum demand performance — from demand volume, sales revenue, profit, and customer service points of view. ...

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