Abstract
Recent advances in data availabilily as well as new opportunities resulting from sustained industry trends are enabling car rental firms to make critical improvements in their pricing and revenue management capabilities. Revenue management is well positioned to undergo further integration with fleet management as well as marketing and sales efforts. This brief paper highlights these opportunities, and in an effort to stimulate creative thinking suggests that there is a strong potential for car rental firms to play a leading role in the evolution of how consumers are presented with and make travel decisions.
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