In view of the recent successes of social marketing in the various areas within the public, nonprofit sector, this study considers public transit as a socially marketable concept. The study contends that although service marketing is also important for the transit industry, there is a greater need for emphasizing the social marketing of transit. It is argued that social marketing of transit will have to deviate from the conventional service marketing approach in the key areas of market

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... ation and segmentation, communication, distribution, and consideration of price.