"The Marketing Game" is applicable for all areas of Marketing and all levels because the game is not based on just one simulation. Rather it is based on several simulations with one integrated framework. The instructor can decide the level of complexity by selecting the number of decision areas a student is forced to consider, thus making the game equally applicable for a first year Principles student and a Graduate student. The instructor can also "set up" or adjust the marketing environments in the simulation to meet specific learning or teaching objections, and can decide if students will compete in groups against each other, or simply against themselves. The "Marketing Game" is based on realistic marketing and realistic marketing relationships, and allows for maximum flexibility.
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Currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School.
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Book Description Irwin/McGraw-Hill, 2002. Paperback. Book Condition: New. 3rd. Bookseller Inventory # DADAX0256139881