All of the ingredients of modern commerce are present in the operations of the minnesota department of transportation (mn/dot). Somemarketing already takes place within mn/dot and should be expanded to provide even better products and services. Over the years, the concept of marketing has evolved from one of sales to an entire range of product conception, product development, delivery systems, marketanalysis, advertising, education, sales, service, etc. Mn/dot operates in this same competitive environment and competes for the same resources. Indeed, it competes in the marketplace of government services and in the overall marketplace. It has become more customer oriented, beginning with the extensive public involvement in the projectdevelopment process that started in the 1970s. In addition, interaction with customers in nearly all areas of mn/dot is increasing. Mn/dot is trying to apply modern marketing techniques to all of its operations. This paper appears in transportation research record no. 1305, Finance, planning, programming, economic analysis, and land development 1991.
Samenvatting