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

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9780135974513: BRANDMAPS: The Competitive Marketing Strategy Game (4th Edition)

Appropriate for advanced marketing courses. 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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From the Publisher:

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."

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.

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Randall G. Chapman
Published by Prentice Hall (1996)
ISBN 10: 0135974518 ISBN 13: 9780135974513
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Randall G. Chapman
Published by Prentice Hall (1996)
ISBN 10: 0135974518 ISBN 13: 9780135974513
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