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BRANDMAPS: the Competitive Marketing Strategy Game

by Chapman, Randall G.

  • ISBN: 9780135974513
  • ISBN10: 0135974518

BRANDMAPS: the Competitive Marketing Strategy Game

by Chapman, Randall G.

  • List Price: $84.00
  • Binding: Paperback
  • Edition: 4
  • Publisher: Prentice Hall
  • Publish date: 08/20/1996
  • ISBN: 9780135974513
  • ISBN10: 0135974518
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Description: Brandmaps "TM" 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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Seller: Ergodebooks
Location: Richmond, TX Ask seller a question
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$25.50
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Buy with confidence. Excellent Customer Service & Return policy.Ships Fast. 24*7 Customer Service.
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