Who Is Robert G. Cross? Robert G. Cross is widely recognized as the "Father of Revenue Management." He founded the revenue management consulting firm Revenue Analytics, Inc. and was a key pioneer in developing the mathematical models that revolutionized the airline industry in the 1980s (most notably at Delta Air Lines and American Airlines). His 1997 book, Revenue Management: Hard-Core Tactics for Market Domination , is considered the foundational textbook for the field. Core Concepts of the Book The book shifts the focus from simple cost-cutting or inventory management to strategic pricing and capacity control . Cross defines Revenue Management (RM) as applying information systems and pricing strategies to sell the right product to the right customer at the right time for the right price.
