From the man the Wall Street Journal hailed as "the
guru of Revenue Management" comes revolutionary ways to recover
from the after effects of downsizing and refocus your business on
growth.
Whatever happened to growth? In Revenue Management, Robert
G. Cross answers this question with his ground-breaking approach to
revitalizing businesses: focusing on the revenue side of the ledger
instead of the cost side. The antithesis of slash-and-burn methods
that left companies with empty profits and dissatisfied
stockholders, Revenue Management overturns conventional
thinking on marketing strategies and offers the key to initiating
and sustaining growth.
Using case studies from a variety of industries, small
businesses, and nonprofit organizations, Cross describes no-tech,
low-tech, and high-tech methods that managers can use to increase
revenue without increasing products or promotions; predict consumer
behavior; tap into new markets; and deliver products and services
to customers effectively and efficiently. His proven tactics will
help any business dramatically improve its bottom line by meeting
the challenge of matching supply with demand.