A Business History of the Bicycle Industry : Shaping Marketing Practices
Mari, Carlo
A Business History of the Bicycle Industry : Shaping Marketing Practices by Carlo Mari - 1st ed. 2021 - 1 recurso en línea
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.
9783030505639
10.1007/978-3-030-50563-9 doi
Marketing industrial
HD9993.B542 / 2021 EB
A Business History of the Bicycle Industry : Shaping Marketing Practices by Carlo Mari - 1st ed. 2021 - 1 recurso en línea
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.
9783030505639
10.1007/978-3-030-50563-9 doi
Marketing industrial
HD9993.B542 / 2021 EB