By Robert G. Cross
(Crown Business, Paperback, 9780767900331, 288pp.)
Publication Date: December 29, 1997
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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.
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.