Rail Marketing, Jobs and Public Engagement

Anna Fraszczyk*, Nathalie Amirault, Marin Marinov

*Corresponding author for this work

Research output: Chapter in Book/Published conference outputConference publication


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.
Original languageEnglish
Title of host publicationRail Marketing, Jobs and Public Engagement
Subtitle of host publication Proceedings of RailNewcastle Talks 2016
EditorsMarin Marinov
Number of pages18
ISBN (Electronic)978-3-319-58643-4
ISBN (Print)978-3-319-58642-7
Publication statusPublished - 13 Jul 2017

Publication series

NameLecture Notes in Mobility
ISSN (Print)2196-5544
ISSN (Electronic)2196-5552

Bibliographical note

Funding Information:
Acknowledgements The SKILLFUL project funded by the European Commission. The SPECTRUM project funded by the European Commission. The Railway Talents project funded and managed by UIC.

Publisher Copyright:
© 2018, Springer International Publishing AG.


  • Jobs
  • Marketing
  • Rail
  • Skills
  • Talent


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