A Theory of Market Strategy

A Theory of Market Strategy

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This study uses economic theory to derive concepts of market strategy involving the exploitation of the differences in potential customers and the differences in products. The text begins by developing the concepts - what the author calls "two-dimensional heterogeneous market behaviour" - and continues by applying these concepts to the mainframe computer industry. In particular, the author tests his concepts by examining IBM's mainframe marketing strategy and the purchasing behaviour of its customers. He also applies his concepts to Cray Research, IBM and Control Data in the supercomputer industry, and Tandem in the fault-tolerant computer industry.show more

Product details

  • Hardback | 258 pages
  • 150 x 230 x 25mm | 549g
  • Oxford University Press Inc
  • New York, United States
  • English
  • line figures, tables
  • 0195068009
  • 9780195068009