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HARDI Foundation Publishes Findings, Insights in New Book


COLUMBUS, Ohio — The Heating, Air-conditioning & Refrigeration Distributors International (HARDI) Foundation announced the publication of its new book, "Myths & Misperceptions: How Markets Are Really Made in HVACR," which documents the results of its 2013 research study on demand creation.

"The research presented in the HARDI Foundation’s landmark study on demand creation is surprising and has profound implications for both distributors and manufacturers," said Richard Cook, HARDI Foundation Chairman.

HARDI members were privy to the study’s initial findings at HARDI’s 2013 Annual Conference and additional insights at the 2014 Annual Conference. Myths & Misperceptions comprises that information along with additional data and practical recommendations that manufacturers and distributors can immediately put to use.

"This book challenges businesses to rethink how they approach the market," said Mike Marks, co-author. Marks is also managing partner of the Indian River Consulting Group, which conducted the research. "By aligning their resources with real opportunities for growth, businesses may reap significant long-term, sustainable rewards."

"Myths & Misperceptions: How Markets Are Really Made in HVACR" is now available for order.

For additional information, visit www.hardinet.org.