Marketing for public transport in schools: solutions based on the latent demand
Development of a model that integrates stimuli, based on marketing mix, on the urban mobility and in which identify the factors that condition the modal choice when commuting to and from school.
The methodological approach is based on the following Stakeholders´ triangle for action for PT: Parents, School Managers and Transport operators. The field study was conducted in Portuguese primary. intermediate and secondary schools, in three municipalities of the Lisbon Metropolitan Area (LMA), in Portugal: Cascais, Oeiras and Sintra.