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Union PacificThe Reconfiguration: America's Greatest Railroad from 1969 to the Present$
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Maury Klein

Print publication date: 2011

Print ISBN-13: 9780195369892

Published to Oxford Scholarship Online: March 2015

DOI: 10.1093/acprof:osobl/9780195369892.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 25 September 2021

The Marketing Maze

The Marketing Maze

(p.180) 13 The Marketing Maze
Union Pacific

Maury Klein

Oxford University Press

This chapter describes Union Pacific Railroad's marketing strategy in particular and that of the railroad industry in the United States in general. When railroads dominated overland transportation, they didn't have to market their product so much as deliver it. They did not have marketing departments or even use the term “marketing,” let alone know what it meant. Because so much of its traffic funneled into West Coast ports, Union Pacific developed an early appreciation for Far Eastern business, especially from Japan. The key to Union Pacific's marketing strategy lay in long hauls and minimal time spent in terminals.

Keywords:   marketing, Union Pacific Railroad, railroad industry, railroads, transportation, ports, long hauls, terminals

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