Marketing Highway Technology and Programs

Jan. 1990 · Federal Highway Administration

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As the private sector applies marketing techniques to develop and--ultimately--to sell products to customers, the Federal Highway Administration (FHWA) must also have effective approaches for developing products that meet the needs of the highway community and ensuring that those products are delivered. The FHWA Executive Committee for Marketing formed two groups to assist in this effort, the Work Group and the Marketing Team. The result of their efforts is this report which establishes a framework for defining the process of marketing highway technology and programs within the FHWA's mission, and an approach for building a cooperative relationship with the highway community. Four premises are presented and discussed.