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Marketing Demand-Side Management
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Demand-Side Management is an organizational tool that has proven successful in various realms of the ever changing business world in the past few years. It combines the multi-faceted desires of the customers with the increasingly important perspectives of the employees. In addition, demand-side management calls for a company to become market-driven and this will allow for the company to gain a greater perspective on the challenges that it faces. Electric utilities are newcomers to the realm of demand-side management. The electric utilities have recently entered a new competitive environment. By implementing demand-side management, utilities will gain a competitive edge in an increasingly competitive, ever changing arena, however, the whole organization must be committed to the program, and for this to occur, demand-side management must be marketed correctly.
O'Neill, M. L. (1988). Marketing Demand-Side Management. Energy Systems Laboratory (http://esl.tamu.edu); Texas A&M University (http://www.tamu.edu). Available electronically from