Managing Yield: A Marketing Perspective

K Donaghy, U McMahon

Research output: Contribution to journalArticle

8 Citations (Scopus)

Abstract

Yield Management has been successfully adopted by the airline industry following deregulation of the US airlines in the 1970s. As a management tool for enhancing profit Yield Management has been adopted within the accommodation division of hotels as a means to increase occupancy and room rates simultaneously. This paper presents the key stages in a Yield Management system and highlights the link between Yield Management and the marketing function within hotels. The authors present five 'Yield Marketing Practices', which are essential for the effective implementation of Yield Management, and introduce a 'Yield Segmentation Process' to direct the collection of some essential marketing data.
LanguageEnglish
Pages55-62
JournalJournal of Vacation Marketing
Volume2
Issue number1
DOIs
Publication statusPublished - 1995

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Marketing
Yield management
Hotels
Accommodation
Management system
Profit
Marketing function
Airlines
Deregulation
Management tools
Segmentation
Airline industry
Marketing practices

Cite this

Donaghy, K ; McMahon, U. / Managing Yield: A Marketing Perspective. In: Journal of Vacation Marketing. 1995 ; Vol. 2, No. 1. pp. 55-62.
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Managing Yield: A Marketing Perspective. / Donaghy, K; McMahon, U.

In: Journal of Vacation Marketing, Vol. 2, No. 1, 1995, p. 55-62.

Research output: Contribution to journalArticle

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