Brandmaps

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Brandmaps is written by Randall G. Chapman and published by . It's available with International Standard Book Number or ISBN identification 0135974518 (ISBN 10) and 9780135974513 (ISBN 13).

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.