What is demand management

Though marketers’ main intention is to getting, keeping, and growing customers through creating, delivering and communication superior value, but excessive and uncontrollable demand is not accepted to them.

1. Any water vehicle does not expected to be overloaded.
2. Amusement park, if overloaded, cannot maintain its standard level of service.
3. Power companies never appreciate excessive demand, which is beyond their capability.

Marketing management must find solution to deal with these different demand states. It may be concern not only finding and increasing demand, but also with changing or even reduce it.

Organizations never appreciate irregular demand or too much demand situation. Therefore, sometime they need to manage demand to reduce it temporarily, or even permanently.

1. Principle of Marketing by Kotler and Armstrong (10th International Edition)
2. Online Journals.


This site is designed focusing the BBA [Bachelor of Business Administration] and MBA [Master of Business Administration] students, though it is useful to all other business students and learners. 

Here you will find articles, reports and journals which will help to expand knowledge on major business fields, e.g. marketing, finance, HRM (Human Resource Management), branding, advertising, management, accounting and other common departments.