Companion Products

$5 off when ordering all MBTN Marketing Modules for classroom use

The definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more.

The latest editions add a rigorous and comprehensive discussion of the latest web, online, social, and email metrics, helping you navigate today’s many new metrics to gain usable and trustworthy information. The authors have added new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and “double jeopardy.” You’ll also find updated and expanded discussions of prioritizing the right metrics for your business, and ensuring the information you capture is valid, reliable, and actionable.

Here is a summary of how the MBTN modules map to the Marketing Metrics book.

$5 off when ordering all MBTN Marketing Modules for classroom use

Managing Marketing in the 21st Century and Capon’s Marketing Framework are about understanding how to develop market strategy and manage the marketing process. These are not books that attempt to describe all there is to know about marketing; rather, they focus on what the prospective manager needs to know. This differs from other senior undergraduate and introductory graduate-level marketing texts. We take a position on what we believe is a better or worse course of action for marketers. Marketing is an applied field, and we believe textbook writers should provide guidance for good marketing practice.

In addition, we focus on the manager, not just the marketer. For readers committed to a career in marketing (and we hope there are many), these texts will form a solid foundation as you study marketing further and deeper.  However, since the majority of business students will not work in marketing departments, but will instead become senior executives, general managers, CFOs, and CEOs, these books provide what every general manager and senior executive must know about marketing.

$5 off for 10 or more modules
$3 off for 6 or more modules

Today’s students need to understand complex problems, experience working in diverse teams, and ultimately make decisions in the face of many competing options. Simulations provide valuable practice in a highly engaging environment.

PharmaSim is designed for Marketing and Brand Management classes and is based on the packaged goods industry. PharmaSim drives home the 4Ps of marketing. This simulation covers segmentation and position, resource allocation across brands, integrated marketing communications, and multiple channels with intermediaries. Students learn how to motivate consumers and channel partners, measuring their progress through marketing research.

StratSimMarketing is competitive marketing strategy simulation based on the automobile industry and is designed for use in MBA, Executive Development, or advanced undergraduate courses. Students must manage short- and long-term objectives by making integrated marketing decisions that also impact other functional areas of the business, such as operations and finance.

CountryManager provides a rich, realistic environment to explore market entry for classes in International Marketing. Latin America and Asia Scenarios.

Suggested Modules: Margins 2: Channels, Breakeven Analysis, Profit Dynamics, Market Share Metrics 1 and 2, Customer Lifetime Value 1 and 2, New Product Forecasting, Cannibalization, Distribution, Perceptual Mapping, Conjoint Analysis, Marketing Experiments 1 and 2, Exchange Rates, Marketing Variance Analysis

$5 off for 10 or more modules
$3 off for 6 or more modules

Today’s students need to understand complex problems, experience working in diverse teams, and ultimately make decisions in the face of many competing options. Simulations provide valuable practice in a highly engaging environment.

MarketShare is an intermediate level marketing principles simulation where students learn to create, communicate and deliver value to customers.

NewShoes covers basic marketing concepts of price, product, promotion and place in a context that students can easily grasp – the athletic shoe market.

Suggested Modules: Margins 1: Introduction, Percentages, Breakeven Analysis, Profit Dynamics, Market Share Metrics 1, Customer Lifetime Value 1, Advertising Metrics, Distribution Metrics.

$5 off for 10 or more modules
$3 off for 6 or more modules

Today’s students need to understand complex problems, experience working in diverse teams, and ultimately make decisions in the face of many competing options. Simulations provide valuable practice in a highly engaging environment.

BizCafe provides students an opportunity to learn the fundamentals of business as they encounter the real world problems of managing personnel, marketing a product / service, and managing cash flow in the easy-to-understand context of a local coffee shop.

Entrepreneur allows students to learn about basic management issues, operations, marketing, and finance in the context of a retail clothing store.

Suggested Modules: Percentages, Financial Statements 1, Margins 1: Introduction, Balance Sheet, Income Statement, Breakeven Analysis, Profit Dynamics, HR 5: Benefits

$5 off for 10 or more modules
$3 off for 6 or more modules

Today’s students need to understand complex problems, experience working in diverse teams, and ultimately make decisions in the face of many competing options. Simulations provide valuable practice in a highly engaging environment.

HRManagement gives students the opportunity to manage the human resources department of a medium-sized organization. Acting as the newly-appointed Human Resource Director of a firm of 600 employees, decisions range from making budgets to setting policy, as well as dealing with incidents common to the Human Resource function.

Suggested Modules: HR Metrics 1: Staff & Expense Metrics, HR Metrics 2: Staffing Metrics, HR Metrics 3: Compensation Structure, HR Metrics 4:  Wage and Location Tools, HR Metrics 5: Benefits