the public success of pricing and revenue management at ford solidified the ability of the discipline to address the revenue generation issues of virtually any company. many auto manufacturers have adopted the practice for both vehicle sales and the sale of parts. retailers have leveraged the concepts pioneered at ford to create more dynamic, targeted pricing in the form of discounts and promotions to more accurately match supply with demand. promotions planning and optimization assisted retailers with the timing and prediction of the incremental lift of a promotion for targeted products and customer sets. companies have rapidly adopted price markdown optimization to maximize revenue from end-of-season or end-of-life items. furthermore, strategies driving promotion roll-offs and discount expirations have allowed companies to increase revenue from newly acquired customers.