Marketing Interaction: A Marketing Management Game

Stephen K. Keiser

Abstract


Increasingly, teachers of marketing management have become cognizant of the need to use simulation games. Simulation games, providing students with the tasks of planning and implementing various strategy elements of the marketing mix, have been added to college-level courses in marketing management. Although games have been developed and adopted for courses in a single strategy area of marketing management such as advertising or sales management, the game, Marketing Interaction, discussed in this paper pertains to those college courses which focus on the management of all marketing activities.

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