Abstract
Taking the marketing theory as the starting point, the use of the different marketing instruments in urban and regional transport is described. A classification of the assortment of line services is indicated on the base of three criteria: (1) the potency of the market; (2) the competition position (with respect to car, bicycle and train); and (3) the profil. For each product group a marketing strategy is developed and described here. It is also shown how by setting the exact priorities, a concrete action plan for the marketing can be developed.