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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.
Contents
Foreword. Preface. Acknowledgments. PART I How to Build a Powerful Marketing Strategy. CHAPTER 1 Trump on Marketing. 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. CHAPTER 16 Managing Your Marketing Programs. PART III Implementing Your Strategy . CHAPTER 17 Product/Service Design. CHAPTER 18 Integrating Customer Communications. CHAPTER 19 Advertising. CHAPTER 20 Identifiers. CHAPTER 21 Sales Promotion. CHAPTER 22 Personal Selling. CHAPTER 23 Public Relations. CHAPTER 24 Internet Marketing. CHAPTER 25 Pricing. CHAPTER 26 Distribution. CHAPTER 27 Guerrilla Marketing. PART IV Marketing Real Estate. CHAPTER 28 Marketing Residential Real Estate. CHAPTER 29 Selling Residential Real Estate. CHAPTER 30 Marketing Commercial Real Estate. CHAPTER 31 Selling Commercial Real Estate. PART V Marketing During Tough Times. CHAPTER 32 Marketing During Tough Times: Do's and Don'ts. CHAPTER 33 Tough Time Marketing: Managing Current Customers. CHAPTER 34 Tough Time Marketing: Getting New Customers. PART VI Understanding Numbers . CHAPTER 35 Financial Analysis for Smart Marketing Decisions. CHAPTER 36 Conducting Marketing Research. CHAPTER 37 Forecasting. PART VII Making Sure Marketing Strategy Succeeds. CHAPTER 38 The Marketing Plan. CHAPTER 39 Motivating Your People. Notes. About the Author. Index.
