The New Law of Demand and Supply

the long version

"For more than two hundred years companies have based their approach to business on supply-side economics, concentrating on creating products and services and then attempting, through marketing, publicity, distribution, and promotion to stimulate a demand for them. While most companies factor in customer feedback, focus groups, and broad-based market research, their basic approach has remained the same. And it is a mistake.". "In The New Law of Demand and Supply, Cambridge Group CEO Rick Kash argues that in order to succeed in today's market, companies must reverse their approach. For a host of reasons, the market, Kash argues, has fundamentally and permanently changed. As a result, companies must first determine what current and emerging demand exists, and only then create products and services to meet that demand. Kash explains how today's most successful companies, from McDonald's to IBM, from EMC to Pepsi-Cola, have thrived thanks to their commitment to Demand Strategy, while businesses that remain locked in a supply-side mentality are doomed to failure."--BOOK JACKET.