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A Business History of the Bicycle In...

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A Business History of the Bicycle Industry = Shaping Marketing Practices /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	A Business History of the Bicycle Industry/ by Carlo Mari.
其他題名:	Shaping Marketing Practices /
作者:	Mari, Carlo.
面頁冊數:	XV, 137 p. 41 illus., 2 illus. in color.online resource. :
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-030-50563-9
ISBN:	9783030505639

A Business History of the Bicycle Industry = Shaping Marketing Practices /
Mari, Carlo.

A Business History of the Bicycle IndustryShaping Marketing Practices /[electronic resource] :by Carlo Mari. - 1st ed. 2021. - XV, 137 p. 41 illus., 2 illus. in color.online resource.

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.

ISBN: 9783030505639

Standard No.: 10.1007/978-3-030-50563-9doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

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