A Business History of the Bicycle Industry: Shaping Marketing Practices
Autor Carlo Marien Limba Engleză Paperback – 5 noi 2021
Toate formatele și edițiile | Preț | Express |
---|---|---|
Paperback (1) | 469.48 lei 6-8 săpt. | |
Springer International Publishing – 5 noi 2021 | 469.48 lei 6-8 săpt. | |
Hardback (1) | 479.46 lei 6-8 săpt. | |
Springer International Publishing – 4 noi 2020 | 479.46 lei 6-8 săpt. |
Preț: 469.48 lei
Nou
Puncte Express: 704
Preț estimativ în valută:
89.86€ • 93.40$ • 74.43£
89.86€ • 93.40$ • 74.43£
Carte tipărită la comandă
Livrare economică 04-18 februarie 25
Preluare comenzi: 021 569.72.76
Specificații
ISBN-13: 9783030505653
ISBN-10: 3030505650
Pagini: 137
Ilustrații: XV, 137 p. 41 illus., 2 illus. in color.
Dimensiuni: 148 x 210 mm
Greutate: 0.21 kg
Ediția:1st ed. 2021
Editura: Springer International Publishing
Colecția Palgrave Pivot
Locul publicării:Cham, Switzerland
ISBN-10: 3030505650
Pagini: 137
Ilustrații: XV, 137 p. 41 illus., 2 illus. in color.
Dimensiuni: 148 x 210 mm
Greutate: 0.21 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