A Business History of the Bicycle Industry
Shaping Marketing Practices
Authors: Mari, Carlo
Free Preview- Provides a sound historical background that helps us to understand current marketing practices
- Offers a concise yet valuable analysis of the bicycle industry
- Includes a comprehensive and longitudinal analysis of a single case study to explore marketing strategy
- Offers a potential path for further research on the bicycle industry
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- About this book
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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.
- About the authors
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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.
- Table of contents (5 chapters)
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Understanding the Bicycle as a Product
Pages 1-38
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Understanding the Market Through Bicycle Statistics
Pages 39-74
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Marketing the Bicycle
Pages 75-101
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Twenty Years of Marketing in the Italian Bicycle Market: Cannondale 1998–2017
Pages 103-131
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Correction to: Understanding the Market Through Bicycle Statistics
Pages C1-C1
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Table of contents (5 chapters)
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Bibliographic Information
- Bibliographic Information
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- Book Title
- A Business History of the Bicycle Industry
- Book Subtitle
- Shaping Marketing Practices
- Authors
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- Carlo Mari
- Copyright
- 2021
- Publisher
- Palgrave Pivot
- Copyright Holder
- The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
- eBook ISBN
- 978-3-030-50563-9
- DOI
- 10.1007/978-3-030-50563-9
- Hardcover ISBN
- 978-3-030-50562-2
- Edition Number
- 1
- Number of Pages
- XV, 137
- Number of Illustrations
- 39 b/w illustrations, 2 illustrations in colour
- Topics
