Models of Marketing Simulation for SMES in Romania: Strategic Game for Marketing Mix Simulation

Pistol, Luminita and Tonis (Bucea-Manea), Rocsana (2014): Models of Marketing Simulation for SMES in Romania: Strategic Game for Marketing Mix Simulation. Published in: Proceedings of the 4th International Conference on Law and Social Order, ISBN 978-1-935494-70-6, No. April 25, 2014, (2014): pp. 168-176.

Abstract

SMEs in Romania are facing a lack of funds for financing, poor information, inadequate legislative restrictions for developing the economic environment, low level of accessing European funds etc. Funding problem could be partially solved if the marketing department did different marketing simulations before making the marketing budget and the business plan. In this article we review some of the marketing simulation models that can be achieved without the need for investment and as a case study we have chosen to simulate a marketing mix strategy using strategic games.

• Item Type: MPRA Paper
• Language: English
• Keywords: SME marketing simulation game strategy; marketing mix; budget; linear programming
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration

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