The Brazilian shift from a primarily rural to a more urban society has created major challenges that public policies must address. One of the most relevant challenges is deep social exclusion in urban areas, especially in terms of adequate housing and access to urban opportunities (e.g., jobs, housing, and services). In this context, land use and transport planning play a critical role in the sustainable development agenda. The work presented here analyses the accessibility of low-income dwellings licenced under the Brazilian housing programme to the low-income population. To evaluate the accessibility of the programme's target population, a case study was conducted in the city of Rio de Janeiro, where 58,000 homes licensed under the programme were analysed using GIS tools in terms of the present public transport network and the location of the homes. The amount of time it takes to access public transport on foot and the homes' locations in relation to major urban opportunities were also analysed. Finally, the same analysis was performed for the future transport network, and the results of the two analyses were compared to identify the scope of the legacy generated by investments in preparation for the 2016 network.
Phone: 55 -21 -25628188 Lect urers at Federal Universit y of Rio de Janeiro Sum m ar yThis paper focuses on marketing for passenger transport based on the research concerned with urban sustainable development and mobility issues and it is oriented to the conceptual discussion of Relat ionship Market ing to be adopted in transport policy in consonance of another productive sectors. At first, there are made comments on reasons for development of marketing strategies applications, necessary all over the world. Although some differences between the developed and developing countries are picked out, it becomes evident that new approach for marketing passenger transport is necessary and quite urgent, giving that it should be oriented not only to the market behavior, but also it should involve different actors being called to social accountability. A short review of state-of-the-art and state-of-the-practice in transport marketing, analyzing some critical aspects inherited to the transit service marketing, provides also comments on outstanding importance of social and economic activities as determinants for travel needs and travel behavior. I n this context it is brought up a concept of Relat ionship Market ing, conceived from service marketing field. The main characteristics of this concept consist in pro-active behavior of different, public and private actors, including consumers, local communities, public agencies, transit operators, and non transport businesses. This kind of co-marketing, based on partnership, results in provision of service packages, comprising basic, facilitating, and supporting services, adapted to the clientcitizens' needs, trying to retain them on transit. This approach, build on spatial activities' network partnership, seems to have a good potential for urban management applications. There is also commented an I nt egrat ed Mobilit y Management Model based on Relat ionship Market ing, which tripartite framework should articulate management of activities production and accessibility production, both oriented to the client-citizens consumption and welfare.
Trata-se da primeira produção acadêmica voltada para as necessidades do setor de transporte de passageiros. O trabalho, destinado não só aos executivos das empresas, como também aos técnicos, aos pesquisadores e consultores da área de transporte de passageiros, traz no seu bojo a preocupação de aproximar as contribuições teóricas ao estado da prática nas empresas operadoras. O livro, através dos seus oito capítulos, abre as portas para os tópicos que devem ser considerados essenciais para as possibilidades de aperfeiçoamento e modernização gerencial.
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