Revenue management's ability to control marketing, pricing and product development

This paper describes how revenue management (RM) should be used to control marketing, pricing and product development. RM's full potential will not be be realised until this happens. Decision makers do not seem to know how optimally to apply RM to their product development, pricing and marketing. The second paper, to be printed in a future issue of the journal, discusses and outlines the great-untapped potential for using RM data, analysis and techniques in these areas. It explores why companies that use RM do not have a formal and systematic approach to applying RM's insights to many decisions that must be made in these areas.