Brandmaps the competitive marketing strategy game

• Main Author: Chapman, Randall G. (Author)
• Format: Book
• Language: English
• Published: Upper Saddle River, NJ Prentice-Hall 1997; ©1997
• Edition: 4th edition
• Subjects: Marketing > Computer simulation; Product management > Computer simulation
• Online Access: Click Here to View Status and Holdings.
• Item Description: Includes index
• Physical Description: xv, 196 page illustrations 28 cm
• ISBN: 0135974518; 9780135974513

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