Trump University Marketing 101

How to Use the Most Powerful Ideas in Marketing to Get More Customers

Don Sexton

336 pages, parution le 02/08/2006

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Résumé

Trump University Marketing 101 combines the biggest name in business with the 40-year teaching experience of one of the most well-known marketing thinkers in academia. Without an MBA in marketing, how can today's entrepreneurs and business owners stay on top of what's happening in marketing? How can they find the best new ideas and avoid those tactics that don't work or just lead to trouble?

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.

Sommaire

How to Build A Powerful Maketing Strategy
- Trump on Marketing by Donald Trump
- What is Marketing?
- Building a Marketing Strategy
- Understanding Your Customers
- Measuring and Managing Your Perceived Value
- Understanding Your Competitors
- Understanding Your Organization's Capabilities
- Understanding Your Overall Competitive Environment
- Identifying Your Possible Markets
- Selecting Your Key Target Market
- Possibly the Most Important
- This Book: Positioning Your Product or Service
Improving Your Marketing Strategy
- Creating Your Most Valuable Asset: Your Brand
- Developing Your Growth Plan
- Determining Your Focus for Growth
- Increasing Your Customer Satisfaction
Implementing Your Strategy
- Product/Service Design
- Integrating Customer Communications
- Advertising
- Identifiers
- Sales Promotion
- Personal Selling
- Public Relations
- Internet Marketing
- Pricing
- Guerrilla Marketing
Understanding The Numbers
- Financial Analysis for Smart Marketing Decisions
- Conducting Marketing Research
- Forecasting
Making Sure Your Marketing Strategy Succeeds
- The Marketing Plan

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Don Sexton
Parution	02/08/2006
Nb. de pages	336
Format	16 x 24
Couverture	Relié
Poids	530g
Intérieur	Noir et Blanc
EAN13	9780471916901
ISBN13	978-0-471-91690-1