Overview
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
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Table of contents (5 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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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Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: A Business History of the Bicycle Industry
Book Subtitle: Shaping Marketing Practices
Authors: Carlo Mari
DOI: https://doi.org/10.1007/978-3-030-50563-9
Publisher: Palgrave Pivot Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021
Hardcover ISBN: 978-3-030-50562-2Published: 04 November 2020
Softcover ISBN: 978-3-030-50565-3Published: 05 November 2021
eBook ISBN: 978-3-030-50563-9Published: 03 November 2020
Edition Number: 1
Number of Pages: XV, 137
Number of Illustrations: 39 b/w illustrations, 2 illustrations in colour
Topics: Marketing