BRANDMAPS: The Competitive Marketing Strategy Game (4th Edition) [Paperback]

Randall G. Chapman (Author)

Book Description

Publication Date: August 20, 1996

Appropriate for advanced marketing courses. BRANDMAPSaA A 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, BRANDMAPSaA A is designed to represent "reality" to the participants, rather than being just a "game."

Editorial Reviews

From the Publisher

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."

From the Back Cover

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 monitoring studies.

Product Details

• Paperback: 196 pages
• Publisher: Prentice Hall; 4th edition (August 20, 1996)
• Language: English
• ISBN-10: 0135974518
• ISBN-13: 978-0135974513
• Product Dimensions: 11 x 8.2 x 0.6 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #2,430,114 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

1.0 out of 5 stars Little support for an intricate simulation game., February 10, 2000

By 

Jim McDonnell (Gainesville, Florida) - See all my reviews

This review is from: BRANDMAPS: The Competitive Marketing Strategy Game (4th Edition) (Paperback)

The Brandmaps simulation is an outstanding learning tool. The complex nature of this game requires a tremendous amount of time and effort to be an effective competitor. This book provides only a base of general information for the game user. It is sometimes difficult to follow and does not adequately cover advanced senarios. Knowledge of strategic planning, corporate strategy, and brand management are definitely a plus before entering into a game.

A moderately good textbook at best.

0 of 1 people found the following review helpful:

5.0 out of 5 stars Brandmaps helps managers develop critical skills, July 25, 2000

By 

Bruce P. Brockenborough (Paducah, KY USA) - See all my reviews

This review is from: BRANDMAPS: The Competitive Marketing Strategy Game (4th Edition) (Paperback)

Through Brandmaps, Randy Chapman has bolstered his reputation as the preeminnent authority on DOS-Based Marketing Simulations. Only the most skilled marketing manager can negotiate the complexities of Brandmaps without Chapman's expert advice.