Marketing public transit a strategic approach Christopher H. Lovelock ... [et al.].
Series Praeger series in public and nonprofit sector marketingDetalles de publicación: New York Praeger 1987.Descripción: x, 228 p. ill. 24 cmISBN:- 0275924998 (alk. paper)
- 388.4/068/8 19
- HE4456 .M37 1987
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
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| Libro | Biblioteca Encarnación Valdés Colección General bev | 388.4068 M345 (Navegar estantería(Abre debajo)) | Disponible | 80000000603251 |
Descripciones mejoradas de Syndetics:
Marketing Public Transit provides managers with a decision-making framework for planning, designing, and promoting public transportation--particularly in a time of limited resources. By using the proper marketing mix--of service, price, communication with customers and distribution--the appropriate solution to the diversity of problems facing the nation's mass transit systems can be better achieved.
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Includes bibliographies and index.
Tabla de contenidos provista por Syndetics
- Preface
- Part I Why Market Public Transportation?
- Introduction
- Part II The Consumers' View of Transit Market Segmentation Consumer Decision Making Market Research
- Part III Planning: The Key to Successful Marketing Strategic Planning Planning the Marketing Program The Role of Service Design
- Part IV Managing Demand for Transit Services Pricing Strategies Workingv with Third Parties Developing a Communications Program
- Part V The Role of Marketing Building a Marketing Orientation
- Appendixes Examples of Marketing Plans
- Appendix A Santa Monica (California) Municipal Bus Lines Marketing Plan
- Appendix B Toronto Transit Commission Marketing Plan, 1986
- Index
Notas de autor provistas por Syndetics
CHRISTOPHER H. LOVELOCK is an Associate Professor at the Harvard Business School.
GORDON LEWIN is Principal in the firm of Gordon Lewin and Associates, a consulting firm specializing in marketing and planning for the transportation community.
GEORGE S. DAY is Professor of Marketing at the University of Toronto.
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