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This #1 marketing simulation is designed for teaching strategic marketing concepts. It incorporates theories of market and competitive behavior. Users are grouped into teams that are in direct competition in the simulated world. The teams will confront marketing problems, and develop and implement strategies over as many as 12 simulated years. MARKSTRAT3: The Marketing Strategy Simulation is the user's guide that accompanies the MARKSTRAT3 simulation software. Note: The MARKSTRAT3 software is not sold by ITP or South-Western College Publishing. Professors should contact STRAT*X (Boston: 617-494-8282, Paris: 3184.108.40.206.87.53) for details concerning licensing of the software.
Preface. 1. Welcome to Markstrat. 2. An Overview of the Markstrat World. 3. Market Research. 4. Operating Instructions. 5. Marketing Planning. 6. Market Segmentation & Positioning. 7. The Marketing and R&D Interface. 8. Consumer Analysis. 9. Competitive Strategies. 10. Allocation of Resources. Appendix A. Installing Markstrat3. Appendix B. Printing Documents. Appendix C. Software Configuration. Index.