Trump University Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers
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.®, 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.
Foreword by Donald Trump.
PART I: HOW TO BUILD A POWERFUL MAKETING STRATEGY.
Chapter 1. Trump on Marketing by Donald Trump.
Chapter 2. What is Marketing?
Chapter 3. Building a Marketing Strategy.
Chapter 4. Understanding Your Customers.
Chapter 5. Measuring and Managing Your Perceived Value.
Chapter 6. Understanding Your Competitors.
Chapter 7. Understanding Your Organization's Capabilities.
Chapter 8. Understanding Your Overall Competitive Environment.
Chapter 9. Identifying Your Possible Markets.
Chapter 10. Selecting Your Key Target Market.
Chapter 11. Possibly the Most Important Chapter in This Book: Positioning Your Product or Service.
PART II: IMPROVING YOUR MARKETING STRATEGY.
Chapter 12. Creating Your Most Valuable Asset: Your Brand.
Chapter 13. Developing Your Growth Plan.
Chapter 14. Determining Your Focus for Growth.
Chapter 15. Increasing Your Customer Satisfaction.
PART III: IMPLEMENTING YOUR STRATEGY.
Chapter 16. Product/Service Design.
Chapter 17. Integrating Customer Communications.
Chapter 18. Advertising.
Chapter 19. Identifiers.
Chapter 20. Sales Promotion.
Chapter 21. Personal Selling.
Chapter 22. Public Relations.
Chapter 23. Internet Marketing.
Chapter 24. Pricing.
Chapter 25. Guerrilla Marketing.
PART IV: UNDERSTANDING THE NUMBERS.
Chapter 26. Financial Analysis for Smart Marketing Decisions.
Chapter 27. Conducting Marketing Research.
Chapter 28. Forecasting.
PART V: MAKING SURE YOUR MARKETING STRATEGY SUCCEEDS.
Chapter 29. The Marketing Plan.
About the Author.