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A Business History of the Bicycle IndustryMarketing the Bicycle

A Business History of the Bicycle Industry: Marketing the Bicycle [How does the practice of marketing work within the bicycle industry? This chapter examines the bicycle marketing focusing on its three pillars, which consist of understanding customers through market segmentation, designing a market offering for those customers who bicycle firms choose to serve and using sports as a marketing tool. For each topic, the chapter discusses the evolution of marketing practice since the birth of the bicycle industry. Furthermore, the chapter is enriched through examples, based on data, showing market segmentation approaches, market offering hierarchies and participation by bicycle firms to key stage-races on the road.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Business History of the Bicycle IndustryMarketing the Bicycle

Mari, Carlo
Springer Journals — Nov 4, 2020
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26 pages

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Publisher
Springer International Publishing
Copyright
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021
ISBN
978-3-030-50562-2
Pages
75 –101
DOI
10.1007/978-3-030-50563-9_3
Publisher site
See Chapter on Publisher Site

Abstract

[How does the practice of marketing work within the bicycle industry? This chapter examines the bicycle marketing focusing on its three pillars, which consist of understanding customers through market segmentation, designing a market offering for those customers who bicycle firms choose to serve and using sports as a marketing tool. For each topic, the chapter discusses the evolution of marketing practice since the birth of the bicycle industry. Furthermore, the chapter is enriched through examples, based on data, showing market segmentation approaches, market offering hierarchies and participation by bicycle firms to key stage-races on the road.]

Published: Nov 4, 2020

Keywords: Market segment; Segmentation variable; Product line; Model; Product variant; Annual model change; Road racing

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