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Revenue management: hard-core tactics for market domination

Dec 29, 1997  By 

 Revenue Management Book

From the Publisher:

“From the man The Wall Street Journal hailed as “the Guru of Revenue” comes a revolutionary way to recover from the after effects of downsizing and refocus your business growth.”stackofbooks2

 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 micromarket level. The Wall Street Journalrecently 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.

Table of Contents

Introduction: Cost-Cutting, Reengineering, Downsizing – Now What?  
1. Entropy, Anorexia, and Empty Profits


2. Finding the “Lost” $300 Million


3. The Core Concepts of Revenue Management


4. Case Study: The Attack of the Laser Fares


5. The RM Revolution


6. Launching the Revenue Rocket


7. Case Study: National Car Rental’s Near-Death Experience


8. What You Don’t Know about Revenue Management Could Kill You!


9. The Marketing Renaissance



11. List of Interviewees



12. Author’s Note


Index          269

Links to Editions of Revenue Management and translation

Kindle eBook Revenue Management NOOKbook Revenue Management

German Translation Revenue Management
French Translation Revenue Management

Japanese Translation Revenue Management
Portuguese Translation Revenue Management

Korean Translation Revenue Management
Chinese Translation Revenue Management


About Robert G. Cross

Robert G. Cross

Robert G. Cross is the Chairman and CEO of Revenue Analytics (www.revenueanalytics.com). He is widely recognized as the foremost expert in the field of Revenue Management.

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