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A business history of the bicycle in...

Mari, Carlo.

A business history of the bicycle industryshaping marketing practices /

Record Type:	Electronic resources : Monograph/item
Title/Author:	A business history of the bicycle industryby Carlo Mari.
Reminder of title:	shaping marketing practices /
Author:	Mari, Carlo.
Published:	Cham :Springer International Publishing :2021.
Description:	xv, 137 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Bicycle industryHistory.
Online resource:	https://doi.org/10.1007/978-3-030-50563-9
ISBN:	9783030505639$q(electronic bk.)

A business history of the bicycle industryshaping marketing practices /
Mari, Carlo.

A business history of the bicycle industryshaping marketing practices /[electronic resource] :by Carlo Mari. - Cham :Springer International Publishing :2021. - xv, 137 p. :ill., digital ;24 cm.

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.

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.

ISBN: 9783030505639$q(electronic bk.)

Standard No.: 10.1007/978-3-030-50563-9doiSubjects--Topical Terms:

888217
Bicycle industry
--History.

LC Class. No.: HD9993.B542 / M37 2021

Dewey Class. No.: 388.347

A business history of the bicycle industryshaping marketing practices /
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505 0 $a 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.
520 $a 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.
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