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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.

Foreword	p. xi
Preface	p. xiii
Acknowledgments	p. xv
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
Advertising	p. 183
Identifiers	p. 197
Sales Promotion	p. 205
Personal Selling	p. 215
Public Relations	p. 225
Internet Marketing	p. 238
Pricing	p. 250
Distribution	p. 262
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
Forecasting	p. 396
Making Sure Your Marketing Strategy Succeeds
The Marketing Plan	p. 407
Motivating Your People	p. 416
Notes	p. 427
About The Author	p. 439
Index	p. 441
Table of Contents provided by Ingram. All Rights Reserved.

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

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

0470453079

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