Die toepassing van die beginsels en metodes van moderne bemarkingsbestuur in die bemarking van dienste met spesiale verwysing na die goederedienste van die Suid- Afrikaanse Spoorweë

Abstract

M.Com.This study originated from the thought that the principles and practices of modern marketing management can be used more effectively in the South African Railways as one of the largest public organisations in the world. The objectives of the study were an investigation into the principles and practices of modern marketing management in the service industry in general and the extent to which these principles and practices are applied in the marketing of goods services by the South African Railways. The study included a survey of the literature on the marketing of services, including some railway organisations in other countries as well as an in depth investigation of the present approach to and practice of marketing management in the South African Railways