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  • 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
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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 Condition Comments Price  
Hippo Books
Location: Toledo, OH
Good
Spine creases, wear to binding and pages from reading. May contain limited
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$1.67
Better World Books West
Location: Mishawaka, IN
Acceptable
Ships from Reno, NV. Former Library book. Shows definite wear, and perhaps
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$2.22
Open Books Ltd
Location: Chicago, IL
Very Good
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$2.63
Ergodebooks
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A2ZBooks
Location: Burgin, KY
Good
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Clean Text, shelf and corner wear to cover, good condition Quantity
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$25.00
Ergodebooks
Location: Richmond, TX Ask seller a question
New
Buy with confidence. Excellent Customer Service & Return policy.
$53.64
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