MARKETING IN MARTA: EVOLVING AN INNOVATIVE ROLE IN MASS TRANSIT

This report presents an analysis of transit marketing and provides some specific experience that may be instructive to transit properties gearing-up to a full marketing effort. The case study describes the growth of the marketing effort within MARTA. The case provides an opportunity to follow the evolution of one effort in public sector marketing--the consideration of the what and the how, as well as some guesses as to how the new era of transit marketing will fare. The analysis process focuses on: (1) MARTA's position in the market; (2) the environmental forces and factors that affect MARTA marketing; (3) the broader organization into which MARTA marketing must fit; (4) marketing functions and responsibilities within MARTA; (5) MARTA's marketing mix--the product, price, and promotion of transit in Atlanta; and (6) MARTA's methods and procedures to market its product, some successes and failures, and plans for the future. (UMTA)

• Corporate Authors:

  University of Georgia, Athens

  College of Business Administration
  Athens, GA  United States  30602

  Urban Mass Transportation Administration

  400 7th Street, SW
  Washington, DC  United States  20590
• Authors:
  • Bates, J W
• Publication Date: 1979-7

Media Info

• Pagination: 23 p.

Subject/Index Terms

• TRT Terms: Case studies; Fares; Management; Market research; Marketing; Public relations; Public transit; Rapid transit; Socioeconomic factors; Urban areas; Urban transportation
• Identifier Terms: Metropolitan Atlanta Rapid Transit Authority
• Subject Areas: Administration and Management; Economics; Highways; Operations and Traffic Management; Passenger Transportation; Planning and Forecasting; Public Transportation; Railroads; Society; I10: Economics and Administration; I72: Traffic and Transport Planning;

Filing Info

• Accession Number: 00331231
• Record Type: Publication
• Source Agency: Urban Mass Transportation Administration
• Report/Paper Numbers: UMTA-GA-11-0006-81-5
• Files: NTIS, TRIS, USDOT
• Created Date: Aug 15 1982 12:00AM