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.