TRANSIT MARKETING: A PROGRAM OF RESEARCH, DEMONSTRATION AND COMMUNICATION

This report recommends a five-year program of research, demonstration, and communication to improve the effectiveness of marketing practice in the U.S. transit industry. The program is oriented toward the development of improved market research tools, strategic planning, marketing techniques, and evaluation methods. It consists of two phases. The first phase encompasses research and development. The second phase involves the deployment of prototypical marketing programs, based on the results of the research program. Training and information dissemination are also included in the second phase to help translate research and development activities into better marketing practice at the local level. This is the second report resulting from a review of current practice in transit marketing. An assessment of current activities is presented in Transit Marketing: A Review of the State-of-the-Art and a Handbook of Current Practice.