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.
CHRISTOPHER H. LOVELOCK is an Associate Professor at the Harvard Business School.
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
.,."Marketing Public Transit should be on the 'best-seller' list of all public transit managers, both marketing specialists and those who are not. It is also a text that should be read by board memebers and funders of public transit. The customer has been king (or queen) for several decades in other industries. We should proceed with the coronation in public transit now. The authors conclude with the thought that 'creating and strengthening the marketing function in transit agencies is never easy, especially in heavily unionized environments. However, approaches used in other service industries demonstrate that a customer orientation can, in fact, become an organizational reality.'"-Canadian Public Administration
Christopher H. Lovelock, Gordon Lewin
MARKETING PUBLIC TRANSIT
Praeger Special Studies Series in Comparative Education
A Strategic Approach
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Praeger Publishers Inc