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...

"À l'été 2008, la planète tremble en découvrant l'ampleur de la crise financière. Les subprimes deviennent en quelques semaines une réalité dévastatrice. Peut-on considérer que l'échec a eu une vertu et que du séisme est sorti un bien? Sans doute, mais à quel prix? Success story,...

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.