Integrating distribution, marketing, revenue management
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2020-09-15
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Abstract
This article introduces several real cases that implement a recent new approach called 'IRS(Integrated Revenue Strategy) that integrates marketing, revenue management, and distribution for maximizing revenue. The industry has considered marketing, RM, and distribution as separate functions with limited communication among them. However, the hotels mentioned in the article give real examples of how their three departments got together to overcome crises.
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Hotel, Optimization, Integrated Revenue Strategy, revenue management, revenue growth