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ISBN: 0767900332Издательство: Broadway
Год издания: 1997
From the man who has revolutionized companies like American Airlines and Marriott International comes the hottest trend in business today-Revenue Management. Whatever happened to growth? In Revenue Management, Robert G.Cross answers this question with his groundbreaking approach to revitalizing businesses: focusing on the revenue side of the ledger instead of the cost side. The antithesis of slash-and-burn management 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 introduce to: Increase revenue without increasing products or promotions. Predict consumer behavior. Tap into new markets. ...