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Revenue Management by Ronald Huefner

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CHAPTER 5

Revenue Management Techniques

Companies seeking to manage their revenue function may use a variety of techniques to accomplish their goal of increased revenue with sustainable profit improvement. This chapter discusses several of these approaches:

• Sale or promotional pricing (discounting)

• Price matching

• Markdowns

• Unlimited-use pricing

• Overbooking

• Bundling and unbundling

• Free as a price

• Customer reward programs

Sale or Promotional Pricing (or Discounting)

Discounting is probably the most widely used revenue management technique. In general, a discount is a temporary price reduction available to all customers. Sometimes called a sale or a special promotion, discounting seeks to stimulate demand for a period of time. ...

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