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kStudent Handbook
The Alfred H. Heineken Chaired Professor of Marketing INSEAD
Jean-Claude Larréché
The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing INSEAD
Hubert Gatignon
Partner, Director of R&D STRATX International
Rémi Triolet
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Publisher: STRATX International
Production: Coptech, Inc., Woburn, Massachusetts
Cover Design: Synergy Network, Waltham, Massachusetts
Marketing Team - Americas: Paul Ritmo, Andréa Hernandez Patricia Huber
Marketing Team - Europe, Middle-East, Asia, Africa Stéphanie Zanon, Development Team - Rémi Triolet, Aurélien Dauvergne, Annie Houde, Copyright ©2003 by Jean-Claude Larréché, Hubert Gatignon MARKSTRAT is a registered trademark of STRATX International ALL RIGHTS RESERVED Software © 2003 by STRATX International Christophe Pottier
No part of this book may be reproduced in any form, electronic or mechanical, without the prior permission of the publisher. PURCHASE OF USED BOOKS
Used books should not be purchased or sold. Each Student Handbook comes with a unique serial number that is to be used by the person who purchased the book only. If the registration card in the back of this book has been tampered with, return the book because you will not be able to use the serial number ISBN# 0-9743063-0-4
Edited 2009
ii
Contents
Introduction _________________________________________________________ vii Questions and Technical Support ______________________________________ ix About STRATX _________________________________________________________ xi
1. Registration and Software Setup _____________________ 1
1.1 1.2 1.3 The Registration Process _______________________________________ 1 Downloading and Installing the Team Software __________________ 3
The PRACTICE Industry _________________________________________ 5
2. The Interface Menu ________________________________ 7
2.1 2.2 2.3 Markstrat Online Overview ______________________________________...