Carlo Mari

A Business History of the Bicycle Industry (eBook, PDF)

Shaping Marketing Practices

• Format: PDF

Produktbeschreibung

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.

Produktdetails

• Verlag: Springer International Publishing
• Erscheinungstermin: 3. November 2020
• Englisch
• ISBN-13: 9783030505639
• Artikelnr.: 61344336

Autorenporträt

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.

Inhaltsangabe

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.

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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.

Rezensionen

"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)