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Unleashing the Power of Yield Management in the Internet Era: Opportunities and Challenges
The profitability of many firms hinges on their ability to extract the maximum amount of revenue from a fixed quantity of perishable goods and/or services. Yet, most firms in this situation have not invested in yield management systems. Explains why minimal use of yield management techniques may have been appropriate in the pre-Internet era. Discusses the major changes to the marketing landscape fostered by the Internet that enable the effective practice of yield management. Many yield management approaches have the potential to increase profitability significantly. Highlights the most important factors for managers to consider when reassessing the viability of yield management systems at their firms.