Brandmaps: Competitive Marketing Strategy Game - Softcover

Chapman, Randall G.

Softcover

ISBN 10: 013093691X ISBN 13: 9780130936912

Publisher: Prentice Hall, 1992

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. To the greatest extent possible, BRANDMAPS™ is designed to represent “reality” to the participants, rather than being just a “game.”

About this title

Synopsis

"Brandmaps" takes a realistic approach to the complexities, uncertainties and challenges inherent in the marketing decision-making and analysis process. Though it represents an approximation of the real world, as all marketing simulation games; to the greatest extent possible it is designed to represent reality to the participants, rather than a "game". The work provides for product management of a number of individual brands within an organization's product line; provides on-going marketing, competitive, and financial analysis, coordination of marketing programmes, and operations capabilities; aids in the development of marketing strategies implemented within short and long term marketing plans; and includes the following positioning analysis tools, concept testing, product preference testing, conjoint analysis, perceptual mapping, and test marketing.

Edition details

• Publisher: Prentice Hall
• Publication date: 1992
• ISBN 10: 013093691X
• ISBN 13: 9780130936912
• Binding: Paperback
• Language: English
• Edition number: 2
• Number of pages: 144