A Review of Channels Exercises and the Description of a New Alternative

Authors

  • James W. Gentry
  • Gregory M. Pickett

Abstract

This paper discusses a new channels game and then contrasts it with existing games. The new Drock World game is basically a computerized version of the Burns (1977) game. While the games cover different aspects of the marketing mix, all of them do provide an experience with channel conflict.

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Published

1982-03-13