Abstract

Much of the past research on revenue management (RM) has focused on forecasting and optimization models and, more recently, on adaptation of RM to the specific needs in various industries, such as restaurants, car rental, transport and even health care services. Surprisingly, although many industries have become increasingly customer-focused, the customer seems to have been relatively forgotten in this stream of research. Our intent in this monograph is to help explore the role of marketing in RM in more depth.

Revenue Management:

Revenue Management: Advanced Strategies and Tools to Enhance Firm Profitability explores the role of marketing in revenue management (RM) in depth. While much of the past research on RM has focused on forecasting and optimization models and on adaptation of RM to the specific needs in various industries, the customer seems to have been relatively forgotten in this stream of research. The authors take a customer-focused approach to revenue management.

Revenue Management: Advanced Strategies and Tools to Enhance Firm Profitability provides an overview of RM and discusses approaches that firms can use to more profitably manage and define the ways in which they sell their capacity. It offers an in-depth discussion of the roles that price, time, and space play in RM. It also discusses the marketing and customer conflicts that arise from the application of various RM approaches. The monograph concludes with a summary and recommendations for future research.