Business History of the Bicycle Industry

Carlo Mari is Associate Professor of Marketing at the University of Molise, Italy, where he teaches undergraduate and graduate courses in marketing management, non-profit marketing and social marketing. Prior to his academic career, he worked in the automotive industry.

• 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.

“Carlo Mari’s attempt to break new ground in bicycle historiography is welcome. … Addressing the limitations of statistical data is a strength of the book. … introducing a marketing perspective to the historiography of the bicycle is certainly a valuable contribution.” (Bernhard Wieser, Technology and Culture, Vol. 62 (3), July, 2021)