MASS TRANSIT: DEVISING A RESEARCH BASED MARKETING PLAN

This study presents a marketing planning procedural model that can be operationally used by marketing managers. The model enables the user to assess his company's performance on the various attributes of the marketing mix and to design a marketing program that caters to the needs of his marketplace. The model is applied here specifically to mass transit and is tested empirically. Within this context, it permits transit marketing to aim at increasing the probabilities of (I) greater usage on the part of existing riders and (II) attracting prospects and converting them into actual customers. /Author/TRRL/

  • Corporate Authors:

    Pergamon Press, Incorporated

    Maxwell House, Fairview Park
    Elmsford, NY  United States  10523
  • Authors:
    • Bacon, W
    • Wotruba, T R
  • Publication Date: 1977-8

Media Info

  • Features: Figures; References; Tables;
  • Pagination: p. 245-253
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 00168128
  • Record Type: Publication
  • Source Agency: Transport and Road Research Laboratory (TRRL)
  • Files: ITRD, TRIS
  • Created Date: Jun 28 1981 12:00AM