Supporting Smart Cities through Marketing Communication in the Field of Public Transport

This chapter deals with marketing, with an emphasis on marketing communication in large transport companies. It considers urban public transport, whose executors are transport companies, to be an important part of smart city solutions, which are currently a priority. Our main goal is, based on selected managerial and statistical methods, to analyze the current situation in the field of marketing in large transport companies and, based on these findings, to propose measures to increase the quality of the service provided by transport companies and, in this way, to make urban public transport more attractive to its customers. We analyzed the requirements and the views of customers of transport companies and supplemented this analysis with the views of influencers.