WHAT IS DEMAND? HOW IS IT CREATED?

While one company's product or service creates a worldwide buzz, another seemingly comparable offering is met with total indifference. Why? Is it a matter of simply more marketing, better advertising and more aggressive selling, or are there other, less visible forces at work?

Demand creators successfully bridge the huge gap between what people settle for and what they really want, by understanding the principles of creating what people can't resist and competitors can't copy.

Demand is full of examples of those who have successfully stimulated and maintained consumer desire for their products and services from Amazon's Kindle and Pret A Manger to Nespresso and Zipcar. This brilliant new book searches for clues to answer the key questions such as how is a demand created, why does it flourish but then dry up and most important of all, how can it be controlled?