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

This second paper describes how revenue management (RM) should be used to control marketing, pricing and product development. The full potential of RM will not be realised until this is done. Decision makers do not seem to know how optimally to apply RM to their product development, pricing and marketing. The paper 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 the many decisions that must be made in these areas.