Trump University Marketing 101, 2E: How To Use The Most Powerful Ideas In Marketing To Get More Customers And Keep Them9780470453070 mobi 下载 网盘 caj lrf pdf txt 阿里云

　　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 business

Adapt your marketing strategy to difficult economic

conditions

Understand customers, competitors, and markets

Discover your target audiences

Position your product or service against the competition

Create a great brand from scratch

Market residential and commercial properties effectively

Develop powerful marketing plans

Increase customer satisfaction

Price your products for maximum profit

Use advertising and the Internet to promote your business

Employ guerrilla marketing techniques

And much more!

Preface.

Part 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.

Part 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.

Part III: Implementing Your Strategy.

17 Design.

18 Integrating Communications.

19 Advertising.

20 Identifiers.

21 Sales Promotion.

22 Personal Selling.

23 Public Relations.

24 Internet Marketing.

25 Pricing.

26 Distribution.

27 Guerrilla Marketing.

Part IV: Marketing Real Estate.

28 Marketing Residential Real Estate.

29 Selling Residential Real Estate.

30 Marketing Commercial Real Estate.

31 Selling Commercial Real Estate.

Part V: Marketing During Tough Times.

32 Marketing During Tough Times: Do's and Don'ts.

33 Tough Time Marketing: Managing Current Customers.

34 Tough Time Marketing: Getting New Customers.

Part VI: Understanding the Numbers.

35 Financial Analysis for Marketing Decisions.

36 Conducting Marketing Research.

37 Forecasting Your Sales and Profits.

Part VII: Making Sure Your Marketing Strategy Succeeds.

38 Developing Your Marketing Plan.

39 Motivating Your People.

　　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.

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书籍介绍

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.