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Revenue management, pricing and the consumer

Author

Listed:
  • Una McMahon-Beattie

    (Ulster University Business School, Ulster University)

  • Mairead McEntee

    (Ulster University Business School, Ulster University)

  • Robert McKenna

    (Ulster University Business School, Ulster University)

  • Ian Yeoman

    (School of Management, Victoria University of Wellington)

  • Lynsey Hollywood

    (Ulster University Business School, Ulster University)

Abstract

Revenue Management (RM) emerged as a specific discipline in the mid-1980s. However, despite the fact that it has been seen as a set of techniques to influence customer demand and exploit the consumer surplus, there has been a tendency for much of the research in the area to lack a consumer focus. What research there is tends to focus on three main areas, namely, the algorithm modelling of consumer behaviour, consumer trust and fairness and consumer-centric marketing. The purpose of this article therefore is to consolidate and synthesise existing consumer focused research in RM in these three key areas.

Suggested Citation

  • Una McMahon-Beattie & Mairead McEntee & Robert McKenna & Ian Yeoman & Lynsey Hollywood, 2016. "Revenue management, pricing and the consumer," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 15(3), pages 299-305, July.
    • Handle: RePEc:pal:jorapm:v:15:y:2016:i:3:d:10.1057_rpm.2016.17
    DOI: 10.1057/rpm.2016.17
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    References listed on IDEAS

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