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There are two sides to every company - the supply side and the demand side. The supply side is the one the companies control. They can turn the dials, push the buttons and know almost exactly what the result will be. They buy a new machine and know how much their productivity will go up. The demand side, on the other hand, companies don't control. It is controlled by consumers. It's the fuzzy side where cause and effect are not always clear. It's the world of marketing. Finding out what happens when you turn the dials and push the buttons on the demand side is the art of marketing effectiveness. So how does marketing create demand?