Tables of Contents for Marketing Public Transit

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Chapter/Section Title

Page #

Page Count

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