Marketing Public Transit (inbunden)
Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
238
Utgivningsdatum
1987-11-01
Förlag
Praeger Publishers Inc
Medarbetare
Day, George S.
Illustratör/Fotograf
maps illustrations
Illustrationer
illustrations, maps
Antal komponenter
1
Komponenter
1 Hardback
ISBN
9780275924997
Marketing Public Transit (inbunden)

Marketing Public Transit

A Strategic Approach

Inbunden Engelska, 1987-11-01
1039
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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.
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..."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 "The objective of this study is to develop a practical orientation to understanding both the management practice and research techniques of urban transportation marketing."-Sage Urban Studies Abstracts "This book provides a practical orientation to understanding both the management practice and research techniques of urban transportation marketing. . . . The book has interest for students of mass transit as well as operators of mass transit systems."-Defense Transportation Journal ?The objective of this study is to develop a practical orientation to understanding both the management practice and research techniques of urban transportation marketing.?-Sage Urban Studies Abstracts ?...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 ?This book provides a practical orientation to understanding both the management practice and research techniques of urban transportation marketing. . . . The book has interest for students of mass transit as well as operators of mass transit systems.?-Defense Transportation Journal .,."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

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Övrig information

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.

Innehållsförteckning

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