Benue Links is a limited liability company established by the Benue State Government with the assistance of the Federal Government through the Federal Urban Mass Transit Agency (FUMTA). like any other mass transmit agency (established by the Federal Urban Mass Transit Agency), Benue Links was designed not only to alleviate the transport problems of the masses and create employment opportunity in the state, but also to cope adequately with the repayment of the soft loans for its establishment if the management of the transport outfit is inefficient and ineffective. Mass Transmit System is said to be effective if it is capable of evacuating a large number of people from various parts of the city or from one urban centre to the other within the shortest possible time and at a reasonable measure of comfort. Urban Transportation system has become more acute and forms the major transportation mode in our great Country- Nigeria. This dissertation therefore examines the management of Benue Links with respect to the implementation of marketing techniques, and possible suggestions to improve its operations for the achievement of the objectives of the Urban Mass Transit System in the State in general and customer satisfaction in particular. vii To accomplish this task, the project has been divided into Six Chapters. Chapter One introduces the project topic as well as the scope of the study and end with defination of some terms. Chapter two is the literature review which attempts to throw light on the conceptual frame work of marketing; marketing objectives, marketing services and scope of service operations in public transportation. Also in the Chapter, Factors affecting marketing decisions and planning marketing actions and its application to Benue Links (Nig) Ltd as well as benefits of marketing to the Company under study are discussed. Chapter three is basically on research methodology where sample selection, method of data collection and analysis for the research are treated. Chapter four Reviews Benue Links historical background encompassing its organizational set-up, its objectives and coverage. While Chapter five provides data presentation and analysis with application of marketing in transport industry and ends with proof of hypothesis, Chapter Six is the concluding part which provides recommendations for an effective and efficient application of marketing techniques in the management of public transport sector.