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BRANDMAPS: The Competitive Marketing Strategy Game (4th Edition) by Chapman, Ra

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Item specifics

Condition
Good: A book that has been read, but is in good condition. Minimal damage to the book cover eg. ...
Book Title
BRANDMAPS: The Competitive Marketing Strategy Game (4th Edition)
ISBN
9780135974513

About this product

Product Information

Brandmaps is a 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. Topics covered include: product design; pricing; communications; sales forecasting; cost structure and operations; and management decisions. It also includes various product design studies (including self-reported attribute preference, concept testing and conjiont analysis): perceptional 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 database; as well as competitive and market monitoring studies.

Product Identifiers

Publisher
Prentice Hall PTR
ISBN-10
0135974518
ISBN-13
9780135974513
eBay Product ID (ePID)
33882

Product Key Features

Number of Pages
196 Pages
Language
English
Publication Name
Brandmaps : the Competitive Marketing Strategy Game
Publication Year
1996
Subject
Atlases, Gazetteers & Maps (See Also Travel / Maps & Road Atlases), Référence
Type
Map
Author
Randall G. Chapman
Format
Trade Paperback

Dimensions

Item Height
0.6 in
Item Weight
21.8 Oz
Item Length
10.9 in
Item Width
8.2 in

Additional Product Features

Edition Number
4
LCCN
96-027803
Dewey Edition
20
Dewey Decimal
658.8/00285/5369
Lc Classification Number
Hf5415.125.C47 1997
Table of Content
1. BRANDMAPS and Marketing Simulation Games. 2. BRANDMAPS Overview. 3. Marketing Decision Variables. 4. Non-Marketing Decision Variables. 5. Marketing Research Studies. 6. Financial and Operating Results Reports. 7. Decision-Making Logistics and Related Paperwork. 8. Summary of BRANDMAPS Costs. 9. Performance Evaluation in BRANDMAPS. 10. Marketing Planning in BRANDMAPS. 11. Budgeting in BRANDMAPS. 12. Marketing Management In-Basket Exercise. 13. Using the BRANDMAPS. Index.

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