Marketing Public Transit

A Strategic Approach

Inbunden, Engelska, 1987

AvJ. E. Bateson,George S. Day,Gordon Lewin,Chris Lovelock,Steven Permut,J. Bateson,George Day

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Marketing Public Transit provides managers with a decision-making framework for planning, designing, and promoting public transportation--particularly in a time of limited resources. By using the proper marketing mix--of service, price, communication with customers and distribution--the appropriate solution to the diversity of problems facing the nation's mass transit systems can be better achieved.

Produktinformation

Utgivningsdatum1987-11-17
Mått157 x 235 x 18 mm
Vikt507 g
FormatInbunden
SpråkEngelska
Antal sidor238
FörlagBloomsbury Publishing Plc
ISBN9780275924997

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Preface Part I: Why Market Public Transportation? Introduction Part II: The Consumers' View of Transit Market Segmentation Consumer Decision Making Market Research Part III: Planning: The Key to Successful Marketing Strategic Planning Planning the Marketing Program The Role of Service Design Part IV: Managing Demand for Transit Services Pricing Strategies Workingv with Third Parties Developing a Communications Program Part V: The Role of Marketing Building a Marketing Orientation Appendixes: Examples of Marketing Plans Appendix A: Santa Monica (California) Municipal Bus Lines Marketing Plan Appendix B: Toronto Transit Commission Marketing Plan, 1986 Index