Image building and public relations at ZKM, Public Transport Authority for Gdynia, Poland

摘要

ZKM Gdynia's experience has demonstrated the importance of the effective use of promotion as a marketing instrument to create a positive image of public transport amongst passengers and inhabitants alike. Promotion at ZKM Gdynia Urban public transport (PT) companies have various instruments available to communicate with the market, often defined as a promotion mix. These include advertising, personal selling, sales promotion, public relations and publicity and sponsoring.