Applying marketing management Book

Consisting of a manual and four PC simulations, this package is aimed at undergraduate and graduate courses in marketing/marketing strategy. It is designed to help students learn key concepts in marketing management, marketing strategy and product management. Each simulation is self-contained and can be played either by a single student against the computer or by groups of students playing against each other. Features include: a special module which allows review or printing of results; and an overview of basic concepts of marketing management including perceptual maps, taste diagrams, competitive strategy, new product development, life style forecasting and sensitivity analysis. The four simulations are The Defender, Intergalactic Widgets, Robologic and Home Entertainment.