This keynote address gives a decision maker's viewpoint of transportation, urban form, and the environment. The author points out five realities of the urban transportation environment in the 1990s: 1) resources are scarce and getting scarcer; 2) the vast bulk of the transportation system that we will be operating in the year 2000 is already here; 3) people will continue to behave pretty much the way they do today; 4) people demand that the transportation system in the 1990s deal with a number of vexing problems, such as environmental damage, excessive energy consumption, etc., and that the transportation system address all underlying economic and social development of our cities, and do so without requiring that too much money be spent or that anyone's lives be disrupted for such foolishness as the taking of right-of-way for a new or expanded highway or transit line; and 5) beyond maintenance, operational improvement, and incremental additions to current facilities and services, serious consideration must be given to significant changes in the urban transportation system. The author concludes that it is time to stop planning transportation for people and start planning transportation with people, and that this can be accomplished through marketing. The remainder of this paper is devoted to a discussion of marketing as the means of facing the transportation challenges in urban America at the end of the 20th century. Eleven specific areas to pursue in the development of urban transportation are recommended.

Media Info

  • Media Type: Print
  • Pagination: pp 11-22
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 00616451
  • Record Type: Publication
  • ISBN: 0-309-05113-4
  • Files: TRIS, TRB, ATRI
  • Created Date: Oct 31 1991 12:00AM