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Managing Yield: A Marketing Perspective

Donaghy, K and McMahon, U (1995) Managing Yield: A Marketing Perspective. Journal of Vacation Marketing, 2 (1). pp. 55-62. [Journal article]

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URL: http://jvm.sagepub.com/content/2/1.toc

DOI: 10.1177/135676679500200105


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.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:29229
Deposited By: Professor Una McMahon-Beattie
Deposited On:10 Apr 2014 09:58
Last Modified:10 Apr 2014 09:58

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