Revenue Management : Hard-Core Tactics for Market Domination
In this eye-opening book, Robert G. Cross reminds us that cutting costs is not enough, and he shows how a powerful new strategy called Revenue Management can help any business dramatically improve its bottom line. Revenue Management - also known as RM - enhanced a company's performance through a combination of attitude, sophisticated technology, and state-of-the-art marketing techniques. Cross, whose consulting company has invigorated some of the world's largest airlines and hotel chains, draws on numerous case studies to present profit-making tactics that work in today's fast-moving marketplace. In describing how a one-chair barbershop, a regional opera company, and a medium-size airline all benefited enormously from the RM approach, he explains how no-tech, low-tech, and high-tech Revenue Management applications can revolutionize the way businesses make money. The RM-driven company has one overriding goal: to sell the right product to the right customer at the right time for the right price. Cross clearly explains the concepts at the heart of Revenue Management, exploding a number of existing myths about contemporary business strategy.
- Paperback | 276 pages
- 142.24 x 205.74 x 30.48mm | 204.12g
- 01 Feb 1998
- Broadway Books (A Division of Bantam Doubleday Dell Publishing Group Inc)
- Broadway Books (A Division of Bantam Doubleday Del
- New York, United States
About Robert G Cross
Robert G. Cross is the chairman of Revenue Analytics, Inc. Previously he founded Talus Solutions, Inc., which worked with clients including Ford Motor Company and UPS. His book Revenue Management: Hard Core Tactics for Market Domination was a New York Times Business Best Seller and was published worldwide, in French, German, Japanese, Korean, Chinese, and Portuguese editions.
What Business Leaders Say About "Revenue Management" ""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."
From the man the "Wall Street Journal hailed as "the guru of Revenue Management" comes revolutionary ways to recover from the after effects of downsizing and refocus your business on growth. 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.