The role of demand management in revenue management
February 18, 2010 |
Demand management is a logical expansion of traditional yield management. It raises the level of responsibility and activity of users from merely controlling demand at the bottom of the demand funnel to cost-effectively keeping the funnel full.
For the purpose of generating future demand, demand management involves marketing to past customers and encouraging them to directly or indirectly recommend others. It also means treating loyal customers differently and more favorably when implementing yield management.
Finally, it means reaching out to past customers in personalized ways during off-peak periods with attractive value driven packages and programs and maintaining control over availability posted with intermediaries during peak periods so that
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