There's no bus like showbus.

There’s no bus like showbus. Just as the car is regarded as a symbol of unlimited freedom, public transport is synonymous with restrictive dependence. When trying to sell public transport, emotions and customer-orientation are often stumbling-blocks rather than motivating elements. Recently - certainly in Brabant - people start to realise that public transport can represent more than only the need to get from A to B. So, in addition to business as usual, a great deal of attention needs to be paid to market development. Marketing means not only ‘selling’ but also developing initiatives and continually checking levels of market receptivity. Market segmentation is essential. This paper shows the way to market development in public transport. During the CVS-congress some results of research and experiments will be presented. (Author/publisher)