Nowadays, supply chain management (SCM) has become very well-known andapplicable in logistics and supply chain communities. This style of management hasfound to continuously substitute, so called, purchasing management which has beenfound in many private sectors. Nonetheless, the other side of supply chain that has beenoverlooked is “Demand Chain Management.” Practically, demand chain involvesdistribution, marketing/sales in which it is found at downstream of the supply chain.Management of demand chain is anticipated to be as critical as the management of supplychain. For demand management, the objective is to match demand to available capacity,either by improving production scheduling, curtailing demand, using a back-ordersystem, or increasing capacity. This paper illustrates the idea of how demand chain canbe effectively and efficiently managed in parallel to the need of SCM. A model of bothcomponents will be fully developed that is made to illustrate how to actively balance themanagement of demand chain (downstream) and supply chain (upstream). It is expectedthat the model could make it desirable for business organizations to give attention to theirown operations, immediate suppliers, and distribution and sales strategies.