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...

Purpose: The purpose of this paper is to present a model to value leveraged firms in the presence of default risk and bankruptcy costs under a flexible firm’s debt structure. Design/methodology/approach: The authors assume that the total debt of the firm is a combination of two debt...

Understanding consumer problems is probably one of the most repeated expression in consumer behavior and marketing literature. Textbooks, trade books, journals, magazines, and other sources of knowledge in these fields stress the relevance of interpreting consumer problems for various marketing...