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Trump University Marketing 101 : How to Use the Most Powerful Ideas in Marketing to Get More Customers and Keep Them,9780470453070

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

by
Edition:
2nd
ISBN13:

9780470453070

ISBN10:
0470453079
Format:
Hardcover
Pub. Date:
1/7/2010
Publisher(s):
Wiley
List Price: $24.95

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Questions About This Book?

What version or edition is this?
This is the 2nd edition with a publication date of 1/7/2010.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.

Summary

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!

Author Biography

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

Forewordp. xi
Prefacep. xiii
Acknowledgmentsp. xv
How to Build a Powerful Marketing Strategy
Trump on Marketingp. 3
What Is Marketing?p. 7
Building a Marketing Strategyp. 15
Understanding Your Customersp. 28
Measuring and Managing Your Perceived Valuep. 39
Understanding Your Competitorsp. 51
Understanding Your Organization's Capabilitiesp. 61
Understanding Your Overall Competitive Environmentp. 69
Identifying Your Possible Marketsp. 78
Selecting Your Key Target Marketp. 88
Possibly the Most Important Chapter in This Book: Positioning Your Product or Servicep. 98
Improving Your Marketing Strategy
Creating Your Most Valuable Asset: Your Brandp. 113
Developing Your Growth Planp. 124
Determining Your Focus for Growthp. 132
Increasing Your Customer Satisfactionp. 140
Managing Your Marketing Programsp. 149
Implementing Your Strategy
Product/Service Designp. 161
Integrating Customer Communicationsp. 171
Advertisingp. 183
Identifiersp. 197
Sales Promotionp. 205
Personal Sellingp. 215
Public Relationsp. 225
Internet Marketingp. 238
Pricingp. 250
Distributionp. 262
Guerrilla Marketingp. 272
Marketing Real Estate
Marketing Residential Real Estatep. 285
Selling Residential Real Estatep. 298
Marketing Commercial Real Estatep. 313
Selling Commercial Real Estatep. 325
Marketing During Tough Times
Marketing During Tough Times: Do's And Don'tsp. 339
Tough Time Marketing: Managing Current Customersp. 348
Tough Time Marketing: Getting New Customersp. 361
Understanding the Numbers
Financial Analysis for Smart Marketing Decisionsp. 371
Conducting Marketing Researchp. 384
Forecastingp. 396
Making Sure Your Marketing Strategy Succeeds
The Marketing Planp. 407
Motivating Your Peoplep. 416
Notesp. 427
About The Authorp. 439
Indexp. 441
Table of Contents provided by Ingram. All Rights Reserved.


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