CHRISTOPHER H. LOVELOCK is an Associate Professor at the Harvard Business School.GORDON LEWIN is Principal in the firm of Gordon Lewin and Associates, a consulting firm specializing in marketing and planning for the transportation community.GEORGE S. DAY is Professor of Marketing at the University of Toronto.eson /f John /i E.G.

• 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

CHRISTOPHER H. LOVELOCK is an Associate Professor at the Harvard Business School.GORDON LEWIN is Principal in the firm of Gordon Lewin and Associates, a consulting firm specializing in marketing and planning for the transportation community.GEORGE S. DAY is Professor of Marketing at the University of Toronto.eson /f John /i E.G.

• 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

CHRISTOPHER H. LOVELOCK is an Associate Professor at the Harvard Business School.GORDON LEWIN is Principal in the firm of Gordon Lewin and Associates, a consulting firm specializing in marketing and planning for the transportation community.GEORGE S. DAY is Professor of Marketing at the University of Toronto.eson /f John /i E.G.

• 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