Abstract
Since personal computer-based simulations are becoming widely available to marketing educators, important distinctions between interactive and batch simulation games are noted, and their respective advantages in effecting experiential learning are described. Inspection of ten contemporary batch simulations results in several comparison bases which are defined and used to contrast four different types of marketing batch simulation games: (1) elementary, (2) perceptual mapping-portfolio, (3) traditional segmentation, and (4) complex. Finally, five trends are identified as possible features of computer games in the near future.
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