Business History of the Bicycle Industry

Shaping Marketing Practices

AvCarlo Mari

Inbunden, Engelska, 2020

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Beskrivning

Through a historical analysis of the bicycle industry, this book explores how the bicycle was developed, manufactured and marketed, from its origins in the late nineteenth century to the present day. The author highlights the contributions made by the bicycle industry to marketing as it is understood today, tracing key innovations in product development and marketing. Addressing a gap in the literature, this book provides an insightful history of marketing practice for one of the most important products of the twentieth century.

Produktinformation

Utgivningsdatum:2020-11-04
Mått:148 x 210 x 14 mm
Vikt:323 g
Format:Inbunden
Språk:Engelska
Antal sidor:137
Förlag:Springer Nature Switzerland AG
ISBN:9783030505622

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

Carlo Mari is Associate Professor of Marketing at the University of Molise, Italy, where he teaches undergraduate and graduate courses in marketing management, non-profit marketing and social marketing. Prior to his academic career, he worked in the automotive industry.

Recensioner i media

“Carlo Mari’s attempt to break new ground in bicycle historiography is welcome. … Addressing the limitations of statistical data is a strength of the book. … introducing a marketing perspective to the historiography of the bicycle is certainly a valuable contribution.” (Bernhard Wieser, Technology and Culture, Vol. 62 (3), July, 2021)

Innehållsförteckning

1. Introduction .- 2. Understanding the bicycle as a product .- 3. Understanding the market through bicycle statistics .- 4. Marketing the bicycle .- 5. Twenty years of variety marketing in the Italian market: Cannondale 1998–2017 .- 6. Conclusion.