A business history of the bicycle industry shaping marketing practices
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 understoo...
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| Format: | UnknownFormat |
| Sprache: | eng |
| Veröffentlicht: |
Cham, Switzerland
Palgrave Macmillan
2021
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| Schriftenreihe: | Palgrave pivot
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| Schlagworte: | |
| Online Zugang: | Inhaltsverzeichnis |
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Tag hinzufügen | Zusammenfassung: | 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. 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. |
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| Beschreibung: | xv, 137 Seiten Illustrationen 21 cm |
| ISBN: | 9783030505622 978-3-030-50562-2 9783030505653 978-3-030-50565-3 |