Mass Transit Management: A Handbook for Small Cities. Third Edition, Revised, February 1988. Part 4. Marketing

摘要

The purpose of the revised handbook is to provide information for the management of mass transit in cities operating 101 buses or fewer. A modern, systematic approach to the management of transit firms has been worked into the material to improve conventional practices of the transit industry. The small cities handbook consists of 4 separate volumes/parts. Part 1: Goals, Support and Finance--includes chapters on establishing goals and objectives, understanding the consumer, gaining public support and action, institutionalizing transit as an integral part of the community, and financing transit. Part 2: Management and Control--focuses on management and the control and information devices needed for effective management. Part 3: Operations--covers important areas of day-to-day operations coordinated as the product element in the marketing mix. Part 4: Marketing--addresses promotional activities and the marketing program. The handbook promotes concepts such as results-oriented management, marketing, management-by-objectives. It provides recommendations for policymaking bodies as well as management.