Marketing Management Simulation (a.k.a. Manufacturing Management Simulation)

Marketing Management Simulation (a.k.a. Manufacturing Management Simulation)

Burt Nanus

Remington Rand UNIVAC, Division of Sperry Rand Corporation

UNIVAC I bzw. II bzw. UNIVAC Solid State 80 bzw. 90; (wurde auch via Telefonkonferenz zu einem entfernten Rechenzentrum gespielt)

Marketing; 1959 erster Einsatz an der Columbia University Graduate School of Business (betreut von Dr. Alexander & Dr. Shuckman); danach Einsatz bei Institute of Management Sciences (10.7.1959) u.a.; „…has been widely used in college courses-e.g., Polytechnical Institute of Brooklyn, University of Alabama, University of Cincinnati, University of Chicago, and Columbia University. It has been run as a demonstration of the new teaching technique at the request of societies interested in business education e.g., Society for the Advancement of Management, American Institute of Industrial Engineers, National Machine Accountants' Association, National Sales Executives, National Industrial Distributors Association, American Marketing Association. And it has been used internally by several major corporations – e.g., Sylvania Electric Products, Inc., and Carborundum Company.“ (Schoeller 1961, 22); „Monthly decisions by top- and middle-marketing management in pricing, local and national advertising, market research, inventory and sales personnel administration. Single undefined product sold competitively by commissioned salesmen in three marketing regions.” (Kibbee/Craft/Nanus 1961, 327; See Case Study Chapter 2)

Kibbee/Craft/Nanus 1961, 315ff; Greenlaw et al. 1962, 62, 327f; Ausführlich: Schoeller 1961; Graham/Gray 1969, 314f

1959

USA