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Trump University Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers

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Trump University Marketing 101 combines the biggest name in business with the 40-year teaching experience of one of the most well-known marketing thinkers in academia. Without an MBA in marketing, how can today's entrepreneurs and business owners stay on top of what's happening in marketing? How can they find the best new ideas and avoid those tactics that don't work or just lead to trouble?

Trump University Marketing 101 presents all the basics of a marketing MBA. Each chapter ...

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Overview

Trump University Marketing 101 combines the biggest name in business with the 40-year teaching experience of one of the most well-known marketing thinkers in academia. Without an MBA in marketing, how can today's entrepreneurs and business owners stay on top of what's happening in marketing? How can they find the best new ideas and avoid those tactics that don't work or just lead to trouble?

Trump University Marketing 101 presents all the basics of a marketing MBA. Each chapter focuses on one key marketing idea and explores it in a straightforward, non-academic manner with exercises and examples that show the idea in action. But more than basic instruction, Sexton also includes his own methodologies for making vital marketing decisions--the same methodologies major corporations pay top-dollar to have him teach their employees.

Don Sexton is Professor of Business at Columbia University and principle of The Arrow Group, Ltd.®, a marketing consulting and training firm whose clients have included GE, Citigroup, IBM, and Pfizer, among many others. He has taught at Columbia for more than 35 years, is a recipient of the Business School's Distinguished Teaching Award, and has written numerous articles on marketing and branding issues. He is often quoted in prominent media such as The New York Times, Business Week, and Beijing's China Economic Daily.

About the Author:

Don Sexton is Professor of Business at Columbia University and principle of The Arrow Group, Ltd.®, a marketing consulting and training firm whose clients have included GE, Citigroup, IBM, and Pfizer, among many others. He has taught at Columbia for more than 35 years, is a recipient of the Business School's Distinguished Teaching Award, and has written numerous articles on marketing and branding issues. He is often quoted in prominent media such as The New York Times, Business Week, and Beijing's China Economic Daily.

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Product Details

  • ISBN-13: 9780471916901
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 6/23/2006
  • Series: Trump University Series
  • Edition number: 1
  • Pages: 336
  • Product dimensions: 6.40 (w) x 9.21 (h) x 1.22 (d)

Table of Contents


Foreword by Donald Trump.
Acknowledgments.
PART I: HOW TO BUILD A POWERFUL MAKETING STRATEGY.
Chapter 1. Trump on Marketing by Donald Trump.
Chapter 2. What is Marketing?
Chapter 3. Building a Marketing Strategy.
Chapter 4. Understanding Your Customers.
Chapter 5. Measuring and Managing Your Perceived Value.
Chapter 6. Understanding Your Competitors.
Chapter 7. Understanding Your Organization's Capabilities.
Chapter 8. Understanding Your Overall Competitive Environment.
Chapter 9. Identifying Your Possible Markets.
Chapter 10. Selecting Your Key Target Market.
Chapter 11. Possibly the Most Important Chapter in This Book: Positioning Your Product or Service.
PART II: IMPROVING YOUR MARKETING STRATEGY.
Chapter 12. Creating Your Most Valuable Asset: Your Brand.
Chapter 13. Developing Your Growth Plan.
Chapter 14. Determining Your Focus for Growth.
Chapter 15. Increasing Your Customer Satisfaction.
PART III: IMPLEMENTING YOUR STRATEGY.
Chapter 16. Product/Service Design.
Chapter 17. Integrating Customer Communications.
Chapter 18. Advertising.
Chapter 19. Identifiers.
Chapter 20. Sales Promotion.
Chapter 21. Personal Selling.
Chapter 22. Public Relations.
Chapter 23. Internet Marketing.
Chapter 24. Pricing.
Chapter 25. Guerrilla Marketing.
PART IV: UNDERSTANDING THE NUMBERS.
Chapter 26. Financial Analysis for Smart Marketing Decisions.
Chapter 27. Conducting Marketing Research.
Chapter 28. Forecasting.
PART V: MAKING SURE YOUR MARKETING STRATEGY SUCCEEDS.
Chapter 29. The Marketing Plan.
Notes.
About the Author.
Index.
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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted February 13, 2007

    a reviewer

    This book is a branded homage to the business acumen of Donald Trump, illustrating his success in marketing everything from cologne and shirts to commercial real estate and casinos. Author Don Sexton covers the basic building blocks of marketing strategy. His writing is straightforward, and he includes worksheets and checklists for novices, though he offers little new for experienced marketers. He covers a wide range of topics, from the basics of media outreach to managing research and financial benchmarks for a marketing campaign. The examples are limited almost exclusively to the Trump Empire, given that this is part of the 'Trump University' series. We commend this as a good basic book on marketing.

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  • Anonymous

    Posted January 2, 2009

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