Brandmaps: The Competitive Marketing Strategy Game; Author: Chapman, Randall G.; Paperback

Author: Chapman, Randall G.
Edition #4; Paperback
192 pages
Published: March 1997
Pearson Higher Education
ISBN: 0135974518
This item non-returnable. Order may not be canceled.

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, advertisiThis is a marketing game for MS DOS personal computers. It reflects a realistic approach to the complexities, uncertainties and challenges inherent in the marketing decision-making and analysis process. It is designed for postgraduate marketing courses.