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Make Demand

Enough about supply--it's demand's turn for top billing.

This story appears in the October 2002 issue of Entrepreneur. Subscribe »

Are unsold products piling up on your shelves? Are you shipping more goods from your factory but seeing no improvement in your bottom line? In The New Law of Demand and Supply (Currency Doubleday, $27.50), management consultant Rick Kash explains why you and many other businesspeople are experiencing similar problems and, more important, what to do about it.

Nowadays, supply has outstripped demand in many products and services, Kash argues. It's more important than ever, therefore, to understand demand. Kash offers six principles for creating a demand-focused organization so you won't wind up with a warehouse full of products nobody wants.

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