Trump University Marketing 101, 2E: How To Use The Most Powerful Ideas In Marketing To Get More Customers And Keep Them9780470453070 下载 pdf 电子版 epub 免费 txt 2025

　　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.

• 作者：李可笑 发布时间：2015-07-14 09:00:09

  为什么我没找到所谓的“瑞典电影《出路》”?

• 作者：clapformilan 发布时间：2022-05-29 12:19:46

  如果不是在某东的旗舰店买的，我都怀疑这是盗版书…装帧太不讲究了，纸张质量也差…内容倒是很丰富，相声圈轶事大杂烩。内容安排上基本按照时间先后，但除了前面的春典部分之外，其它内容大同小异，都是圈内的一些趣闻轶事（只是出场人物越来越靠近当代）。整书呈现出说书艺人的白话风，缺乏归纳和总结，也没有什么深度。而且书中的部分价值观可能在业内被推崇，但拿出来讲可能经不起挑战，毕竟时代不同了…或许做成音频节目，效果可能会好一点吧，就当听一个乐

• 作者：Nise 发布时间：2016-03-21 03:13:35

  补记 可以读

• 作者：大风 发布时间：2020-11-24 21:12:04

  很简单的故事，孩子看的乐呵呵，这就是朋友吧，一起傻一起乐。

• 作者：eternal 发布时间：2021-08-28 13:04:47

  还好是图书馆借着看的。

• 作者：c 发布时间：2006-02-11 23:41:17

  装帧倍儿恶俗内容倍儿逗

• 当代幻想文学巨匠遇上最伟大的超级英雄！

  作者：后浪漫 发布时间：2020-11-14 10:46:31

  最近简直是我

• 《Trump University Marketing 101》书摘

  作者：Babyfacer 发布时间：2011-02-15 16:46:23

  个人书摘，仅供参考。

  原文地址：

  http://babyfacer.blogspot.com/2011/01/trump-university-marketing-101.html

  Donald Trump:

  To me, a great promoter is a person who can take a piece of garbage and sell it. That's not me. I build really high-quality buildings. I think I do well in promotion because I start with a great product.

  Your brand is your reputation.A strong brand gives customers confidence -- and leads to higher prices and higher demand.

  George Ross, the building design philosophy is "put your money where it can be seen."

  Marketing is about people, targeting, positioning, advertising and pricing and promoting and distributing and many other marketing programs.

  It is about understanding what people want, the trying to give it to them at a price that they are willing to pay and a price that will provide you with an acceptable profit.

     1. What do my customers want from my product or service?

     2. Am I targeting the right customers?

     3. What is the unique benefit of my product or service that my customers cannot get elsewhere?

  Perceived Value: The maximum a customer or prospective customer will pay for your product or service.

  Marketing is managing perceived value.

  A good strategy delivers the three Cs -- the main reasons for preparing a strategy:

     1. Coordinate

     2. Concentrate

     3. Communicate

  A marketing strategy has four major components:

     1. Target market

     2. Business objectives

     3. Positioning

     4. Programs

  If you do nothing about marketing strategy, make sure you determine you r target markets and your positioning!

  The product/market strategy is the strategy for marketing a specific product or service to a specific group of customers.

  How to develop a Product/Market Strategy

      * Situation Analysis

        Customers

        Competitors

        Organization

        Environment

      * Segmentation

        Identification

        Selection

      * Assembly of Strategy

        Objectives

        Positioning

        Programs

      * Forecast

  You should treasure tough competitors -- they keep you tough.

  Customers tell you what they want. Your organization's capabilities determine what you can do for them.

  (capabilities consist of skills, resources, features)

  A competitive advantage is a capability that allows an organization to provide one or more benefits to customers in the target market at a level superior to that of their competitors.

  A benefit advantage is a benefit to which customers in the target market assign a high priority and which the organization provides at a level superior to that of their competitors.

  Any segmentation system requires you to know benefits customers want and customer characteristics.

  A marketing strategy must have the customer at the center to be successful.

  Positioning guides design and communications.

  All the communications aimed at a member of your target market should be consistent and deliver the same messages.

  Developing identifiers is both science and art.