Intro
Preface
Acknowledgments
Contents
List of Figures
List of Tables
1 Understanding the Bicycle as a Product
1.1 A Brief Glance at Four Generations of Bicycles
1.2 Decomposing a Bicycle
1.3 Manufacturing a Bicycle
1.4 Bicycle Industry Structure
1.5 Conclusion
References
2 Understanding the Market Through Bicycle Statistics
2.1 Why Bicycle Statistics Are Important and the Problems Associated with Them
2.2 Bicycle Production Statistics
2.3 Bicycle Export and Import Statistics
2.4 Apparent Consumption Statistics

2.5 Bicycle Ownership Statistics
2.6 Conclusion
References
3 Marketing the Bicycle
3.1 Marketing in the Bicycle Industry
3.2 Segmenting Markets
3.3 Developing Market Offerings
3.4 Marketing Through Sports
3.5 Conclusion
References
4 Twenty Years of Marketing in the Italian Bicycle Market: Cannondale 1998-2017
4.1 A Short History of Cannondale Corporation
4.2 Cannondale's Market Offering
4.3 Dimensions of Variety at Cannondale
4.4 Conclusion
References
Index