A Framework for Key Account Management and Revenue Management Integration
Abstract
Key Account Management (KAM) and Revenue Management (RevM) have been widely practiced in the service industries for more than three decades, but the effects of RevM on KAM remain largely unknown. This paper addresses this neglected area of study in the marketing field by presenting a framework for KAM and RevM integration that aligns the potentially conflicting management priorities of the two. The study uses an international hotel company as a research context to investigate, first, how a long-term relational approach to KAM may have been affected by RevM short-term revenue maximization goals, and, second, how KAM could be facilitated by RevM through an integrated approach to yield optimization from perishable products and from key accounts. The proposed framework is the first attempt of its kind to amalgamate KAM and RevM, involving critical analysis to assess comprehensively the revenue and the relationship value of a key account
Publication date
2014-10-31Published in
Industrial Marketing ManagementPublished version
https://doi.org/10.1016/j.indmarman.2014.06.006Other links
http://hdl.handle.net/2299/14812Metadata
Show full item recordRelated items
Showing items related by title, author, creator and subject.
-
The Paradoxes of Project Management: a Project Management Consultant’s Inquiry into the Social Reality of Technology-Driven Change Projects
Gonner, Christian (2018-08-22)This thesis is a practice-based inquiry into project management. It adds to the critique of more traditional discourse in project management literature (PMI 20013, IPMA 2010, Prince2 2009, Agile Alliance Organisation 2001) ... -
Processes of Improvisation in Change Management from the Perspective of a UK Management Consultant
Smart, Deborah Caroline (2018-07-25)Organisational improvisation is often seen as a way for corporations to be able to cope with emergent strategies (Cunha, et al, 1999) and a way to meet the challenges of modern ways of working which include agility, ... -
The Role of the Registered Nurse Managing Pro Re Nata (PRN) Medicines in the Care Home (Nursing): a Case Study of Decision-Making, Medication Management and Resident Involvement
Murray, Lorraine (2017-04-20)The aim of this study was to analyse the role of the registered nurse in the management of pro re nata (PRN) medication in a care home (nursing) for older people. Studying PRN medication provides insights into the role ...