Next Generation Demand Management

Foreword

Cuneyt ErogluAssistant Professor

Supply Chain and Information Management Group,D'Amore-McKim School of Business,Northeastern University

Demand management is one of those essential business functions that every business professional has to know at least a little about regardless of whether they work in marketing, production, finance, or human resources. Sales forecasting and demand management form the foundation for all planning processes. Demand management is also one of those areas that companies continue to struggle with. No matter how good a company is in demand management, there still appears to be more room for improvement. When it comes to demand management, the journey to excellence seems to be an endless one.

In this book, Charlie Chase takes the reader on a journey to excellence in demand management. As a thought leader in this area, he provides a comprehensive and expertly written treatment of demand management for guiding business professionals. He first explains why demand management can be such a challenge for many companies. He then provides a sound framework on which companies can structure or redesign their demand management practices. He addresses many critical issues that are ignored in other books on this topic. He writes about and addresses, among others things, what kind of skills people in demand management should have, what kind of organization is needed for demand management, how to make sense of predictive and descriptive analytics, and how to ...