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Competition – Marketing Communications
The MARKETING COMMUNICATIONS report provides information on marketing expenditures at the
firm level. Brand advertising and brand promotion are the total of advertising and promotion of
individual products. Market shares and firm preference are also displayed to aid in analysis.
View previous MARKETING COMMUNICATION reports by clicking [History] and entering the
desired time period. [Graph] creates historical graphs of communications variables such as marketing
expenditures by firm and firm preference. Clicking on the firm links (Firm A through Firm E) produces
detailed marketing reports for each firm including product marketing mix decisions (shown below).
Links to the product detail (e.g. Alec) are also available in the MARKETING DETAIL report for a
particular firm.
StratSim Operations Guide—Page 55