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  USA  30602

    Urban Mass Transportation Administration

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

Media Info

  • Pagination: 23 p.

Subject/Index Terms

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