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Since the e-commerce market is growing by leaps and bounds, companies need a dedicated team within the S&OP process to take advantage of it. It is a different animal and requires a different skillset and strategy to manage and grow demand. It presents major challenges and has already damaged brick-and-mortar retailers, as well as a host of different industries—publishing being a prime example. At the same time, it has provided many new opportunities to grow demand via target and subscription-based marketing.