Marketing as a philosophy is the management of a company from the market and customer perspective. This requirement is even more relevant in a service like public transportation (ÖPNV), which involves customers directly in its production. In this market, there are particularly unique conditions between business management and the common good, even with the new legal framework. Marketing must operate in three directions: Business-To-Administration – marketing towards the task bearer, orderer, and owner; Business-To-Business – cooperation and competition marketing; and Business-To-Customer – marketing for the end customer, the passenger. The classic "4Ps," translated for public transportation, are service offerings, pricing, distribution, and customer communication. These are supplemented by the importance of personnel, lobbying, and brand development. This publication is an excellent textbook for students at universities and learners in vocational training. It creates "ÖPNV knowledge" and market insights for newcomers. For practitioners, it serves as a comprehensive reference guide to marketing in public transportation and its current trends, such as digitalization.