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Trump University Marketing 101, 2E: How To Use The Most Powerful Ideas In Marketing To Get More Customers And Keep Them9780470453070书籍详细信息
- ISBN：9780470453070
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2010-11
- 页数：459
- 价格：149.00
- 纸张：胶版纸
- 装帧：精装
- 开本：16开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
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!
书籍目录：
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.
作者介绍：
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.
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