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Trump University Marketing 101 How to Use the Most Powerful Ideas in Marketing to Get More Customers and Keep Them

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ISBN-10: 0471916900

ISBN-13: 9780471916901

Edition: 2006

Authors: Don Sexton, Donald J. Trump

List price: $24.95
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Description:

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.(R), 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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Book details

List price: $24.95
Copyright year: 2006
Publisher: John Wiley & Sons, Incorporated
Publication date: 6/23/2006
Binding: Hardcover
Pages: 336
Size: 6.25" wide x 9.25" long x 1.25" tall
Weight: 1.144
Language: English

Foreword
Acknowledgments
How to Build a Powerful Marketing Strategy
Trump on Marketing by Donald Trump
What Is Marketing?
Building a Marketing Strategy
Understanding Your Customers
Measuring and Managing Your Perceived Value
Understanding Your Competitors
Understanding Your Organization's Capabilities
Understanding Your Overall Competitive Environment
Identifying Your Possible Markets
Selecting Your Key Target Market
Possibly the Most Important Chapter in This Book: Positioning Your Product or Service
Improving Your Marketing Strategy
Creating Your Most Valuable Asset: Your Brand
Developing Your Growth Plan
Determining Your Focus for Growth
Increasing Your Customer Satisfaction
Implementing Your Strategy
Product/Service Design
Integrating Customer Communications
Advertising
Identifiers
Sales Promotion
Personal Selling
Public Relations
Internet Marketing
Pricing
Guerrilla Marketing
Understanding the Numbers
Financial Analysis for Smart Marketing Decisions
Conducting Marketing Research
Forecasting
Making Sure Your Marketing Strategy Succeeds
The Marketing Plan
Notes
About the Author
Index