From traditional to modern marketing in passenger railway transport in Poland
Rozdział - publikacja recenzowana
Abstrakt
en
The paper includes an analysis of marketing activities conducted by leading railway companies operating in the passenger transport sector in Poland. The objective of the analysis is indication what instruments are used in development of carriers’ offers, and what marketing potential remains to be used. The main categories covered by carriers’ classic marketing activities include first of all the time and cost of the journey, and less frequently safety and comfort. The offer is highly diversified and varied, which may make it difficult to find the benefits expected by the passenger. Yet, no reference to modern marketing appears in promotional messages. Only a few of the tools available are noticed and partly used. That provides immense possibilities related to development of marketing activities.