Abstract
The concept of revenue management has emerged predominantly in the aviation industry and has spread through many businesses. The starter’s gun for the development of professional revenue management approaches has been the Airline Deregulation Act in the United States in 1978 (Doganis 2002; Shaw 2007). American Airlines is considered the main pioneer in this field. By the means of revenue management techniques American Airlines was able to successfully counter the market entry of new low cost airlines like PeopleExpress, which was eventually forced into bankruptcy (Klein, Steinhardt 2008). Realising the potential of revenue management, many other airlines adopted this approach. As subsequent research showed, generally, the introduction of a professional revenue management system leads to a sales increase of two to five percent on average (Hanks, Noland, Cross 1992; Smith, Leimkuhler, Darrow 1992).
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Schnetzer, U. (2010). The use of brand communication in revenue management – An empirical study in the German tourism industry. In: Mayerhofer, W., Secka, M. (eds) Aktuelle Beiträge zur Markenforschung. Gabler. https://doi.org/10.1007/978-3-8349-8653-5_12
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