Samenvatting
Public transport must compete in the future not only with the use of the car, but also with teleworking, teleshopping and other aggressive parties in the market. To convert these threats in chances an aggressive and enterprising marketing management will be necessary. More insight into and interference with the passengers is wanted. Public transport companies should give more attention to the different segments of the market, such as regional areas, and to approach the integrated target groups. To continue or to improve the employment in the sector it is necessary for Product - Market - Combinations (PMC) to be developed from specific mobility needs, taking into account all aspects of the marketing mix.