Brandmaps: The Competitive Marketing Strategy Game

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9780131775022: Brandmaps: The Competitive Marketing Strategy Game

BRANDMAPSaA A is a sophisticated marketing simulation game for MS DOS personal computers that reflects a realistic approach to the complexities, uncertainties, and challenges inherent in the marketing decision-making and analysis process. To the greatest extent possible, BRANDMAPSaA A is designed to represent "reality" to the participants, rather than being just a "game."

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BRANDMAPS™ is a sophisticated marketing simulation game for MS DOS personal computers that reflects a realistic approach to the complexities, uncertainties, and challenges inherent in the marketing decision-making and analysis process. Highlights product design, pricing, communications (advertising, promotion, and sales force), sales forecasting, cost structure, and operations management decisions (production ordering and capacity management). Stresses interrelationships between marketing programs and operations capabilities. Contains various product design studies (including self-reported attribute preference, concept testing, and conjoint analysis), perceptual positioning analysis, full-scale test marketing, competitive position auditing, brand profile analysis, advertising and promotion experiments, price sensitivity analysis, market structure analysis, and operating results and market data base, as well as competitive and market monitoring studies.

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Chapman, Randall G.
Published by Prentice Hall College Div (1994)
ISBN 10: 0131775022 ISBN 13: 9780131775022
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Book Description Prentice Hall College Div, 1994. Paperback. Book Condition: New. 3rd. Bookseller Inventory # DADAX0131775022

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Chapman, Randall G.
Published by Prentice Hall College Div (1994)
ISBN 10: 0131775022 ISBN 13: 9780131775022
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Book Description Prentice Hall College Div, 1994. Paperback. Book Condition: New. New item. Bookseller Inventory # QX-200-22-8373108

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