PERCEPTUAL MAP TEACHING STRATEGY

• Autore principale: Mario Chipoco (Autore)
• Natura: Libro
• Pubblicazione: Universidad Peruana de Ciencias Aplicadas, 2016-11-01T00:00:00Z.
• Soggetti: article
• Accesso online: Connect to this object online.

This paper comprises the design of a strategy to teach perceptual mapping in a Brand Management course, adding a modeling technique in order to elaborate such maps. Perceptual maps are tools used to analyze the positioning of a brand, and are taught in undergraduate and graduate courses. However, ve...