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Trump University books are practical, straightforward primers on the basics of doing business the Trump way-successfully. Written by leading experts and including an inspiring Foreword by Trump himself, these books present smart business wisdom illustrated by real-life examples from Trump and other world-renowned experts. Perfect for anyone who wants to get ahead in business without the cost of an MBA, these street-smart books provide real-world business advice based on the one thing you can't get in any business school-experience.In Trump University Marketing 101, Second Edition, you'll learn how to:Master the basics of great marketing to grow your businessAdapt your marketing strategy to difficult economic conditionsUnderstand customers, competitors, and marketsDiscover your target audiencesPosition your product or service against the competitionCreate a great brand from scratchMarket residential and commercial properties effectivelyDevelop powerful marketing plansIncrease customer satisfactionPrice your products for maximum profitUse advertising and the Internet to promote your businessEmploy guerrilla marketing techniquesAnd much more!
Don Sexton is Professor of Marketing at Columbia University, a recipient of Columbia Business School's Distinguished Teaching Award, and the founder and principal of The Arrow Group, Ltd.®, a marketing consulting and training firm whose clients have included GE, IBM, DuPont, Verizon, Citigroup, Pepsi, Unilever, and Pfizer, among many other well-known companies. He has taught at Columbia for more than forty years and his articles on marketing and branding have appeared in numerous publications, including the Harvard Business Review and the Journal of Marketing. He is often quoted in media such as the New York Times and BusinessWeek. He is the author of Trump University Branding 101, also from Wiley.
Table of Contents
|How to Build a Powerful Marketing Strategy|
|Trump on Marketing||p. 3|
|What Is Marketing?||p. 7|
|Building a Marketing Strategy||p. 15|
|Understanding Your Customers||p. 28|
|Measuring and Managing Your Perceived Value||p. 39|
|Understanding Your Competitors||p. 51|
|Understanding Your Organization's Capabilities||p. 61|
|Understanding Your Overall Competitive Environment||p. 69|
|Identifying Your Possible Markets||p. 78|
|Selecting Your Key Target Market||p. 88|
|Possibly the Most Important Chapter in This Book: Positioning Your Product or Service||p. 98|
|Improving Your Marketing Strategy|
|Creating Your Most Valuable Asset: Your Brand||p. 113|
|Developing Your Growth Plan||p. 124|
|Determining Your Focus for Growth||p. 132|
|Increasing Your Customer Satisfaction||p. 140|
|Managing Your Marketing Programs||p. 149|
|Implementing Your Strategy|
|Product/Service Design||p. 161|
|Integrating Customer Communications||p. 171|
|Sales Promotion||p. 205|
|Personal Selling||p. 215|
|Public Relations||p. 225|
|Internet Marketing||p. 238|
|Guerrilla Marketing||p. 272|
|Marketing Real Estate|
|Marketing Residential Real Estate||p. 285|
|Selling Residential Real Estate||p. 298|
|Marketing Commercial Real Estate||p. 313|
|Selling Commercial Real Estate||p. 325|
|Marketing During Tough Times|
|Marketing During Tough Times: Do's And Don'ts||p. 339|
|Tough Time Marketing: Managing Current Customers||p. 348|
|Tough Time Marketing: Getting New Customers||p. 361|
|Understanding the Numbers|
|Financial Analysis for Smart Marketing Decisions||p. 371|
|Conducting Marketing Research||p. 384|
|Making Sure Your Marketing Strategy Succeeds|
|The Marketing Plan||p. 407|
|Motivating Your People||p. 416|
|About The Author||p. 439|
|Table of Contents provided by Ingram. All Rights Reserved.|