A Business History of the Bicycle Industry

Shaping Marketing Practices

Authors: Mari, Carlo

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  • 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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eBook $44.99
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  • ISBN 978-3-030-50563-9
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Hardcover $59.99
price for Mexico
  • ISBN 978-3-030-50562-2
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  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions & severe weather in the US may cause delays
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
About this book

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

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)

Table of contents (5 chapters)

Buy this book

eBook $44.99
price for Mexico
  • ISBN 978-3-030-50563-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $59.99
price for Mexico
  • ISBN 978-3-030-50562-2
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions & severe weather in the US may cause delays
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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Bibliographic Information

Bibliographic Information
Book Title
A Business History of the Bicycle Industry
Book Subtitle
Shaping Marketing Practices
Authors
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