Items related to BRANDMAPS: The Competitive Marketing Strategy Game...

BRANDMAPS: The Competitive Marketing Strategy Game (4th Edition) - Softcover

Chapman, Randall G.

 
9780135974513: BRANDMAPS: The Competitive Marketing Strategy Game (4th Edition)
Softcover
ISBN 10: 0135974518 ISBN 13: 9780135974513
Publisher: Prentice Hall, 1996

Synopsis

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

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From the Back Cover

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.

"About this title" may belong to another edition of this title.

Publisher
Prentice Hall
Publication date
1996
Language
English
ISBN 10 
0135974518
ISBN 13 
9780135974513
Binding
Paperback
Number of pages
196