REVENUES MANAGEMENT IN THE MARKETING OF SERVICES

Abstract

In the evolution of pricing strategy, yield management gained a significant importance in the latest years. Revenue Management/Yield Management helps businesses selling services at the right time, to the right customer, at the right price. Revenue management can be applied to all service businesses and especially to those in which lower price units have a shorter availability. This system allows companies to personalize the price so that the customer receives exactly what he has paid for. In developing yield management systems, it is important that customer retention be included in the model. Maximizing revenue today has little value if this leads to customers switching to another company. Revenue management is becoming used more and more in the Romanian economy.strategic pricing, revenues management, price personalization