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A Business History of the Bicycle Industry: Shaping Marketing Practices de Carlo Mari

A Business History of the Bicycle Industry: Shaping Marketing Practices

Autor Carlo Mari
en Limba Engleză Hardback – 4 noi 2020
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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Specificații

ISBN-13: 9783030505622
ISBN-10: 3030505626
Pagini: 137
Ilustrații: XV, 137 p. 41 illus., 2 illus. in color.
Dimensiuni: 148 x 210 mm
Greutate: 0.45 kg
Ediția:1st ed. 2021
Editura: Springer International Publishing
Colecția Palgrave Pivot
Locul publicării:Cham, Switzerland

Cuprins

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.

Recenzii

“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)

Notă biografică

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.

Textul de pe ultima copertă

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.

Caracteristici

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