A Handbook: Using Market Segmentation to Increase Transit Ridership
Provides an overview of market segmentation--what it is and why it is relevant to public transit agencies. It serves as an introduction for managers to the basic concepts and approaches of market segmentation and provides steps and procedures for marketers or market researchers who have the responsibility for implementing a market segmentation program.
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CHAPTER 1 Market Segmentation
CHAPTER 2 Segmenting Transit Markets
CHAPTER 3 Using Planning and Research to Segment Markets
CHAPTER 4 Translating Segmentation Findings into Strategy
CHAPTER 5 Enhancing the Value of Market Segmentation
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