This paper leaves the principle which the yield management (YM) is not yet a clear concept and well established, but a not yet stabilized concept of various practices. So that YM becomes a heuristic concept, it is advisable to consider the principal practices which he covers by exceeding the narrow field with monetary profitability. Personalized tariffing, the efficient segmentation and the forecast of the demand are as many elements which resulted the new design of the YM in order to develop consumer loyalty. The originality of this research is at the level of the implementation of a new managerial orientation on this subject supporting the aspect of personalized communication.

KEYWORDS: yield management (YM), communication, tariffing, segmentation, prevision, loyalty.