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Yield management et marketing des services

Author

Listed:
  • Pierre-Louis Dubois
  • Marie-Christine Frendo

    (CREGOR - Centre de Recherche sur la Gestion des Organisations - UM2 - Université Montpellier 2 - Sciences et Techniques)

Abstract

Le yield management set un système d'optimisation du rendement qui connait un fort développement en Europe. Les auteurs proposent une définition et indiquent les caractéristiques communes aux situations auxquelles il s'applique. Deux aspects marketing sont étudiés : le caractère aléatoire du déplacement de la demande et l'impact du système sur la qualité du service. La conclusion met l'accent sur les enjeux stratégiques que représentent le développement et la maîtrise du yield management pour les entreprises de service. L'article s'appuie sur les témoignages de plusieurs yield managers.

Suggested Citation

  • Pierre-Louis Dubois & Marie-Christine Frendo, 1995. "Yield management et marketing des services," Post-Print halshs-02926634, HAL.
    • Handle: RePEc:hal:journl:halshs-02926634
    DOI: 10.7193/DM.004.47.54
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    Cited by:

    1. Jean-Michel Sahut & Lubica Hikkerova & Sandra Camus, 2014. "Perceived unfairness of prices resulting from yield management practices," Working Papers 2014-166, Department of Research, Ipag Business School.
    2. David Autissier & Armelle Glérant-Glikson & Joan Le Goff, 2000. "Service gagnant ! Comprendre l’essor des chaînes," Post-Print hal-03151451, HAL.

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