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BRANDMAPS THE COMPETITIVE MARKETING STRATEGY GAME
CHAPMAN R. wydawnictwo: PRENTICE HALL , rok wydania 1997, wydanie IV cena netto: 263.00 Twoja cena 249,85 zł + 5% vat - dodaj do koszyka Randall
G. Chapman
Published
August 1996 by Prentice Hall Business Publishing
Copyright
1997, 196 pp. Paper ISBN 0-13-597451-8
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. To the greatest extent
possible, BRANDMAPS...- is designed to represent "reality" to the participants,
rather than being just a "game."
In late
1985, the author began an FAQ's (frequently asked questions) e-mail distribution list for
users and potential users of BRANDMAPS and BRANDS. In addition to
distributing FAQs widely, this mailing list also serves as a teaching vehicle to encourage
discussion about BRANDMAPS and BRANDS, teaching strategy and tactics,
helpful hints, etc.
The
e-mail list is available only to marketing instructors who currently do or potentially
might have an interest in using BRANDMAPS and/or BRANDS in their
courses. Here, the term "marketing instructors" is also meant to include doctoral
students who are also current or potential users of the simulation games. The list is not
available to students using the games. If there are others who would like to be included
in this FAQs e-mail list, please advise the author via e-mail. Please send your response
directly to the author at ChapmanRG@aol.com.
Allows
BRANDMAPS...- to include between four and eight regional markets, chosen by the
course instructor at the time BRANDMAPS...- is initialized.
Features eleven
marketing research studies.
Brand
Satisfaction Ratings.
Regional
Summary Analysis.
Marketing
Research Ordering Statistic.
Marketing
Support Spending Productivity Analysis.
Population
Forecasts.
Per
Capita Income Forecasts.
Consumer
Price Index Forecasts.
Self-Reported
Attribute Preferences.
Dealer
Inventory Analysis-Own Brands.
Dealer
Inventory Analysis-All Brands.
Price
Sensitivity Analysis.
Contains three
"hidden"marketing research studies which instructors may choose to activate if the
course context is appropriate.
Performance
Evaluation Report.
Market
Structure Analysis.
Operating
Results Database.
Offers a
system of instructor-controlled switches that allow instructors to customize
BRANDMAPS...- by "fixing" or "automating"(temporarily or permanently)
BRANDMAPS...- decision variables.
Includes a
game parameter file editor within the suite of BRANDMAPS...- programs. The editors
have built-in logical checking to ensure that the parameter changes are within acceptable
bounds.
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.
Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub
anglojęzyczny jest aktualnie na półce księgarni.
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