A Business History of the Bicycle Industry

Shaping Marketing Practices
1. Auflage 2021
ISBN: 978-3-030-50562-2
Verlag: Springer International Publishing

Buch, Englisch, 137 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 323 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Mari, Carlo

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftswissenschaften Unternehmensgeschichte, Einzelne Branchen und Unternehmer
• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftsgeschichte
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Geisteswissenschaften Geschichtswissenschaft Geschichtliche Themen Wirtschaftsgeschichte

Inhaltsverzeichnis

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.

Über Autor(innen)

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.