Marketing in Action - A Decision Game

Marketing in Action - A Decision Game

Ralph L. Day / Thomas E. Ness

Richard Irwin Inc

“This moderately complex game tries to teach sound managerial practices, and stresses particularly strategy formulation and planning. It focuses mainly on the marketing area, but production and finance are also present, so that participants feel they are managing a firm in which marketing is an important aspect, rather than just operating a marketing department without links to the rest of the firm.” (Meurs/Choffray 1975, 108); “The primary purpose of the game is to stress the need for market objectives, market strategy formulation, and market strategy implementation. It also emphasizes the interrelationships and interactions of the basic marketing variables of price, product, and promotion” (Graham/Gray 1969,317)

Meurs/Choffray 1975, 108; Graham/Gray 1969, 316ff

1962 (2. Vers. 1968; 3. Vers. 1972)

USA