Samenvatting
Public transport companies have to change into commercial companies. This process goes on step by step. This paper introduces a model in which this change can be described in company orientation terms. This means that other disciplines must be used, especially the marketing discipline. Based on a general accepted philosophy, it is argued that a complete company policy needs marketing research in terms of product knowledge, product appreciation and public image of the company. This paper also gives a short overview of recent marketing research of the public transport company of the municipality of Rotterdam (RET).