INTRODUCTION
Service organizations face a challenge in terms of managing demand and capacity. Revenue management (also known as yield management) is a technique designed to address that challenge. Mudie and Pirrie, define revenue management as ‘provision of the right service to the right customer at the right time for the right price’ (164). Therefore, revenue management is a technique used to determine the optimal price of products generated by sale. It involves detailed forecasting of demand behavior and sophisticated mathematical modeling. There exists a strong relation between revenue management and marketing. Since, revenue management is responsible for demand control, including setting rate and availability controls, ...