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[chapter 10 References ME 1 Hoffman, Alan; "Building New Transit Markets: The Strategic Service Mode! and the Case of the San Diego MTDB;" The Mission Group; May ~ 995. 2 The New York Times METRO section on January 26, ~ 998 ran an article entitled "Gallons and Dollars Match, So Gas Sells Fast," which discusses gas at the lowest price in 2 to 4 years. 3 Rangan, V.K. and B. Isaacson, Harvard Business School Case Study No. 9-594- 125: Scope an`! Challenge of Business-to-Busir~ess Marketing Harvard Business School Publishing, Boston, MA, 1994. 4 Public Technology, Inc., Transit Marketing, Secretariat to the Urban Consortium for Technology Initiatives, Washington, DC' 1978. 5 Beckwith, H., Se Ring the Invisible, a Field Guide to Moclern Marketing, Warner Books, 1997, pp. I 83 and 225. 6 For a theoretical overview of the issues in service marketing, see "Chapter 3: Positioning in the Competitive Service Strategies, in James L. HeskeK' Managing in the Service Economy, Harvard University Press, Cambridge? MA, 1986. 7 Everett, P.B., Applying Services Marketing to Public Transportation, paper presented at ~ 990 Transit Information Exchange Conference, Eugene, OR, May 3, 1990. 8 McKenna, Regis, Relationship Marketing, Successful Strategies for the Age of the Customer, "Chapter 1: Marketing is Everything," Ad~iison-Wesley Publishing Company, Reading, MA, 1991. 9 Northwest Research Group, Inc., A Handboolfor Integrating Market Research Into Transit Management, Phase ·Interim Report, Transit Cooperative Research Program, Transportation Research Board, Washington, DC, July 1995. Pass is-]
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