“…In hospitality, this concept was born from pooling customer relationship management (CRM) practises with RM, as highlighted by Noone et al (2003), and later developed by several authors (Lieberman, 2004;Hoang, 2007;Venkat, 2007;Vinod, 2008;Von Martens and Hilbert, 2011). In a study by Kimes (2010), practitioners agreed that managing all the potential revenue from a customer will be one of the future key themes within the discipline.…”