The role of marketing in mass transit : an empirical investigation

Because the number of vehicles has grown significantly faster than the necessary roads and freeways, gridlock traffic and smog mark the daily routine of life in many American cities. Reversing the unhealthy situation requires the development and marketing of a rider-oreinted transit system. This study was conducted to asses the current status of marketing practice in public transit and suggest some useful strategies for implementing the marketing concept in these systems