Lookup NU author(s): Dr Anna Fraszczyk,
Dr Marin Marinov
This is the authors' accepted manuscript of a book chapter that has been published in its final definitive form by Springer, Cham, 2018.
For re-use rights please refer to the publisher's terms and conditions.
The chapter briefly explains the marketing mix in a rail context and then discusses marketing strategies to promote rail from two perspectives. Firstly, rail is perceived as a transport service offered to potential users and various marketing tools are used to maximise rail companies’ profit. Secondly rail is seen as a career path and variety of marketing, skills training and public engagement actions are targeting potential talents, already within the industry as well as those beyond the railway sector. The pool of talented individuals includes students, graduates, academics and professionals who are exposed to recruitment and retention activities of the railway sector. Various activities and projects run by the rail industry, targeting audience at school, university, professional and general public’s levels, are presented with their success stories as well as challenges some of the initiatives faced. Also, results of a survey focusing on skills and jobs for rail (and transport sector) of the future are presented and commented on.
Author(s): Fraszczyk A, Amirault N, Marinov M
Editor(s): Marinov M; Fraszczyk A
Publication type: Book Chapter
Publication status: Published
Book Title: Sustainable Rail Transport
Online publication date: 13/07/2017
Acceptance date: 13/04/2017
Series Title: Lecture Notes in Mobility
Publisher: Springer, Cham
Library holdings: Search Newcastle University Library for this item