This leads us to an overall model of the role of demand management, demand plan- ning, and sales forecasting management in the supply chain. Figure 5.3 illustrates these roles. Global supply chain management has many aspects, only one of which is demand management. As previously illustrated, demand management encom- passes the traditional marketing functions, along with the coordination of market- ing activities with other functions in the company and the supply chain. However, the traditional demand creation role of marketing is tempered in demand manage- ment by a desire to coordinate the flow of demand across the supply chain (demand planning) and to create incentives for supply chain partners to help manage these flows (supply chain relationship management). Demand planning is concerned with the coordination across the global supply chain of derived and dependent demand. Sales forecasting management is concerned with the independent demand that occurs in any global supply chain.