Samenvatting
This chapter described how there is a wide array of marketing strategies for increasing the patronage of public transport. It has take a broad view of marketing, considering not only promotions and information dissemination, but service improvements, pricing strategies and market segmentation strategies to better serve various submarkets. Recent technology improvements have made possible significant improvements, from real-time information to flexible fare payment cards to more reliable travel times. There is considerable evidence that better service and more attention to serving the customer is working: public transport use is increasing in many metropolitan areas in the United States, Europe, and other parts of the developed world.