Revenue Management: Hard-Core Tactics for Market Domination

By. Robert Cross 29th Dec 1997

Book Discription

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.

In this eye-opening book, Robert Cross, whose consulting company has invigorated some of the world’s largest companies, uses case studies from a variety of industries. He 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.

Remember growth? That’s what companies do when they’re healthy, when they’re focused on the revenue side of the ledger instead of the cost side. But in the recent frenzy of downsizing and reengineering, much of corporate America lost sight of the need for real growth, and revenue generation stagnated or declined.  Now, 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–enhances 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.

He shows how market-based pricing, not cost-based pricing, is one key to profitability. He demonstrates why companies must learn to save their products for their most valuable customers.  And he reveals the crucial importance of understanding the value-cycle of a product and then making dynamic decisions at the micro market level. The Wall Street Journal recently declared that Revenue Management is “poised to explode” and called Robert Cross “the guru of Revenue Management.” For any company that aims to dominate its chosen markets and achieve lasting growth, this groundbreaking book provides invaluable advice, tactics, and strategy.

Book Information

Print Length

288 Pages





Publication Date

December 29, 1997


5.51 x 0.77 x 8.24 inches





About The Author

About Robert Cross

Robert G. Cross is the Chairman and CEO of Revenue Analytics ( He is widely recognized as the foremost expert in the field of Revenue Management. Robert Cross guides Revenue Analytics’ strategic vision and provides a wealth of industry expertise. He is actively involved in client work, and his leadership has been instrumental in helping develop industry

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