A Theory of Market Strategy

By Richard J. Geruson

In this book, Geruson shows that the key to successful market strategy is the exploitation of "two dimensional market heterogeneity," a new idea that integrates and enhances the concepts of product differentiation, price discrimination, market segmentation, information signalling, and customer purchase risk reduction. In depth examples from IBM and niche computer companies Cray, Tandem, and Control Data show how to implement the ideas in the real world and provide many lessons on the hidden pitfalls and secrets to success in market strategy.

• Format: Hardcover
• Language: English
• ISBN: 0195068009
• ISBN13: 9780195068009
• Release Date: October 1992
• Publisher: Oxford University Press
• Length: 264 Pages
• Weight: 1.21 lbs.
• Dimensions: 9.6" x 1.0" x 6.4"