Rail Freight Marketing: Some UK Perspectives Available to Purchase

Examines prospects for a reappraisal of railway's world‐wide efforts in the light of UK experience. States the marketing concept evolution has been well documented and it is no longer novel for a business to orient its whole activity around customers' needs. Contrasts views with the once prevalent philosophy, still to be found in some companies, of the product being technically viable and of quality then it sells itself – many successful companies and industries have declined because of this. Concludes that, although these are difficult times for railways in the world, it is likely that survival and success will belong to those railways which have recognised what market orientation is all about – and have mastered its implementation in the fullness of time.