A MARKETING STRATEGY FOR TRANSIT MANAGEMENT

SOME ASSERT THAT THE SOLUTION TO THE MASS TRANSPORTATION DILEMMA LIES SOLELY IN THE ABILITY OF TRANSIT COMPANIES TO OBTAIN FINANCIAL AID AND TO EXPLOIT TECHNOLOGICAL ADVANCES. EMPHASIS ON MONEY AND TECHNOLOGY ALONE NEGLECTS A CRUCIAL VARIABLE-TRANSIT MANAGEMENT. FOR IT IS MANAGEMENT THAT MUST DETERMINE BASIC OBJECTIVES, GENERATE SUPPORT FROM THE FINANCIAL AND POLITICAL COMMUNITIES, ALLOCATE AVAILABLE RESOURCES, MANAGE THE WORK FORCE, RECRUIT AND DEVELOP FUTURE MANAGERIAL PERSONNEL, AND, PERHAPS MOST IMPORTANT, DESIGN AND MARKET THE TRANSIT PRODUCT. MARKETING IS CRUCIAL, FOR IT IS THE ONE MANAGEMENT FUNCTION WHICH LINKS DIRECTLY THE TRANSIT COMPANY AND THE GENERAL PUBLIC-BOTH RIDERS AND NONRIDERS. THE PURPOSE OF THIS ARTICLE IS TO OUTLINE A STRATEGY FOR MARKETING URBAN MASS TRANSPORTATION. THIS REQUIRES A DEFINITION OF THE TERM MARKETING, CONSIDERATIONS OF BASIC TRANSIT MARKETING OBJECTIVES, AND A DISCUSSION OF THE PROBLEMS OF FORMAL ORGANIZATION TO FACILITATE IMPLEMENTATION OF MARKETING STRATEGIES. THE ARTICLE CONCLUDES WITH AN ANALYSIS OF A RECENT SUCCESSFUL APPLICATION OF MARKETING TECHNIQUES. /AUTHOR/

  • Availability:
  • Corporate Authors:

    Eno Transportation Foundation

    1250 I Street, NW, Suite 750
    Washington, DC  United States  20005
  • Authors:
    • Schneider, L M
  • Publication Date: 1968-4

Media Info

  • Pagination: p. 283-294
  • Serial:
    • Traffic Quarterly
    • Volume: 22
    • Issue Number: 2
    • Publisher: Eno Transportation Foundation
    • ISSN: 0041-0713

Subject/Index Terms

Filing Info

  • Accession Number: 00201605
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Jan 23 2001 12:00AM