Trump University Marketing 101

A new edition of the successful guide to great marketing--now with 20% new and updated material Combining the biggest name in business with the forty-year experience of one of the best-known and most respected marketing thinkers, Trump University Marketing 101, Second Edition presents all the basics of great marketing, sharing Professor Donald Sexton's lifetime of marketing experience and acumen. Each chapter focuses on one key marketing concept and explores it in a straightforward, non-academic manner with exercises and examples that show the idea in action. Readers will discover the same effective methodologies Sexton teaches his own students, backed up with step-by-step instruction and handy tools and resources. Now better than ever, this new edition includes 20% new information, including new chapters on marketing in a difficult economy, marketing real estate, online marketing, and more. Don Sexton (New York, NY) is Professor of Marketing at Columbia University and the principle of The Arrow Group, Ltd.(r), a marketing consulting and training firm whose clients have included GE, Citigroup, Unilever, and Pfizer, among many other well-known companies. He has taught at Columbia for more than 40 years and his articles on branding and marketing have appeared in numerous publications including the Harvard Business Review and the Journal of Marketing. He is often quoted in such publications as the New York Times, Business Week, and Beijing's China Economic Daily.

ISBN 0470453079   Volumes 1 ISBN13 9780470453070 (What's this?)   Weight (grammes) 720 Publisher John Wiley and Sons Ltd   Published in Chichester Imprint John Wiley & Sons Ltd   Previous ISBN 9780471916901 Format Hardback   Height (mm) 238 Publication date 26 Jan 2010   Width (mm) 167 DEWEY 658.8   Spine width (mm) 38 DEWEY edition DC22   Academic level Professional / Scholarly Pages 480

		Preface
Pt. I		How to Build a Powerful Marketing Strategy
1		Trump on Marketing
2		What Is Marketing?
3		Building Your Marketing Strategy
4		Understanding Your Customers
5		Measuring and Managing Your Perceived Value
6		Understanding Your Competitors
7		Understanding Your Capabilities
8		Understanding Your Competitive Environment
9		Identifying Your Possible Markets
10		Selecting Your Target Market
11		Possibly the Most Important Chapter in This Book: Positioning Your Product or Service
Pt. II		Improving Your Marketing Strategy
12		Creating Your Brand
13		Developing Your Growth Plan
14		Determining Your Focus for Growth
15		Increasing Your Customer Satisfaction
16		Managing Your Marketing Programs
Pt. III		Implementing Your Strategy
17		Design
18		Integrating Communications
19		Advertising
20		Identifiers
21		Sales Promotion
22		Personal Selling
23		Public Relations
		More...

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