Marketing public transit : a strategic approach
Author(s)
Bibliographic Information
Marketing public transit : a strategic approach
（Praeger series in public and non-profit sector marketing）
Praeger, 1987
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Note
Includes index
Description and Table of Contents
Description
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.
Table of Contents
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
by "Nielsen BookData"