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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/3344

Title: Marketing and the British bus industry
Authors: Enoch, Marcus P.
Potter, Stephen
Issue Date: 2002
Publisher: © Thomas Telford
Citation: ENOCH M.P. and POTTER, S., 2002. Marketing and the British bus industry. Proceedings of ICE, Municipal Engineer, 151 (1), March, pp. 49-56
Abstract: The development of public transport services is a key element of all local sustainable transport strategies. Achieving modal switch from car users requires marketing systems be changed to identify and target suitable non-users of public transport, rather than just enlarging custom by existing users. However, in the public transport field, marketing is still essentially designed to only address the existing customer base. This is particularly acute among bus operators, who rarely even market effectively to their existing customer base, and have a poor image among car users. This paper draws on the practical experience of some of the relatively few local bus operators and local authorities who have identified and won new markets, including modal shift from car. It looks at the sort of services they have developed, the marketing strategies adopted, and at how the stakeholders worked together. In addition, it provides hard evidence as to the benefits of marketing bus services properly, suggesting that patronage gains of around 5-7% should be possible, even without major investment or legislative change. In conclusion, seven key features of good practice are identified that need to be part of developing bus services to serve sustainable transport policies. These are CUSTOMISATION, CO-OPERATION, CLEAR VISION, CLARITY (TO THE USER), CORE MARKET, CULTURE, and CONTINUITY.
Description: This journal article was published in the journal, Proceedings of ICE, Municipal Engineer [© Thomas Telford]. The definitive version is available from: http://www.thomastelford.com/journals/
URI: https://dspace.lboro.ac.uk/2134/3344
ISSN: 0965-0903
1751-7699
Appears in Collections:Published Articles (Civil and Building Engineering)

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