- Shopping Bag ( 0 items )
Whatever happened to growth? In Revenue Management, Robert G. Cross answers this question with his ground-breaking approach to revitalizing businesses: focusing on the revenue side of the ledger instead of the cost side. The antithesis of slash-and-burn methods that left companies with empty...
Whatever happened to growth? In Revenue Management, Robert G. Cross answers this question with his ground-breaking approach to revitalizing businesses: focusing on the revenue side of the ledger instead of the cost side. The antithesis of slash-and-burn methods that left companies with empty profits and dissatisfied stockholders, Revenue Management overturns conventional thinking on marketing strategies and offers the key to initiating and sustaining growth.
Using case studies from a variety of industries, small businesses, and nonprofit organizations, Cross describes no-tech, low-tech, and high-tech methods that managers can use to increase revenue without increasing products or promotions; predict consumer behavior; tap into new markets; and deliver products and services to customers effectively and efficiently. His proven tactics will help any business dramatically improve its bottom line by meeting the challenge of matching supply with demand.
From the Trade Paperback edition.
"Revenue Management is the single most important technical development in transportation management since we entered the era of airline deregulation in 1979. This is not a one-time benefit. We expect Revenue Management to generate at least $500 million annually for the foreseeable future."
--Robert Crandall, Chairman and CEO, American Airlines
"Revenue Management has contributed millions to the bottom line, and it has educated our people to manage their business more effectively. When you focus on the bottom line, your company grows."
--Bill Marriott Jr., Chairman and CEO, Marriott International
"When you talk about Revenue Management, people like the concept, but they have no idea how to effectuate the concept. There's a market out there for Revenue Management that's just unbelievable!"
--Herb Kelleher, Chairman and CEO, Southwest Airlines, Inc.
From the Hardcover edition.
|Introduction: Cost-Cutting, Reengineering, Downsizing - Now What?||1|
|Ch. 1||Entropy, Anorexia, and Empty Profits||7|
|Ch. 2||Finding the "Lost" $300 Million||33|
|Ch. 3||The Core Concepts of Revenue Management||49|
|Ch. 4||Case Study: The Attack of the Laser Fares||99|
|Ch. 5||The RM Revolution||131|
|Ch. 6||Launching the Revenue Rocket||159|
|Ch. 7||Case Study: National Car Rental's Near-Death Experience||191|
|Ch. 8||What You Don't Know about Revenue Management Could Kill You!||215|
|Ch. 9||The Marketing Renaissance||237|
|List of Interviewees||261|
Posted April 26, 2002
However, to make RM work, you need a lot of additional hard work, especially in areas of IT, forecasting and optimization (or 'rocket science'). To get more information on this subject, you may also search under 'yield management' or 'pricing optimization'. If you want to get serious, check out the INFORMS's journal called 'Operations Research', or the new journal called 'Journal of Revenue and Pricing Management'.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.