Pricing and Revenue Management
Kimes, Sheryl E.
The focus of this chapter is on the strategic role of price in revenue management (RM). In order to successfully use price as a strategic weapon, firms must address two questions: what prices to charge and how’ to determine which customers or market segments should be offered those prices. In addition, companies must study and understand both customer and competitive reaction to their use of RM pricing. In this chapter, I address these questions through a review of the relevant literature and of current practice.
revenue management; pricing; branding; marketing; strategy
Required Publisher Statement: © Edward Elgar Publishing. Final version published as: Kimes, S. E. (2009). Pricing and revenue management. In V. R. Rao (Ed.), Handbook of pricing research in marketing (pp. 477-487). Northampton, MA: Edward Elgar Publishing, Inc. Reprinted with permission. All rights reserved.