Marketing the railway product in the Asia and the Pacific region : guidelines for development of a marketing culture, systems and practices in the railway systems of the region

Abstract

The objective of the study is to expose railway planners and managers to modern management and planning techniques, and to enhance the level of commercial management skills within railway organizations. It explains and defines the activities linked to marketing, highlights the importance of marketing to railways, appraises the place of marketing in a railway organization, outlines the specifications of a marketing plan, and describes the purpose and structure of a marketing information system. The study assists railway managers in developing and implementing marketing strategies responding directly to established marketing objectives and targeted to customers/business segments of greatest profit potential.