David Brennan - Academia.edu (original) (raw)

Uploads

Papers by David Brennan

Key Account Management (KAM) and Revenue Management (RevM) have been widely practiced in the serv... more 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 KAMmay 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.

Key Account Management (KAM) and Revenue Management (RevM) have been widely practiced in the serv... more 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 KAMmay 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.

Log In