Trump University Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers

by Donald E. Sexton

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0471916900
• ISBN13: 9780471916901
• Release Date: June 2006
• Publisher: John Wiley & Sons
• Length: 319 Pages
• Weight: 1.20 lbs.
• Dimensions: 1.2" x 6.4" x 9.2"

Customer Reviews

Trump University Marketing 101 book review

I've read numerous introductory marketing books in the past to try and get a satisfactory practical understanding of this topic and have found that none of them come close to this one. After reading this book I now feel I'm conversant in all the key aspects that should be considered in the formulation of a marketing strategy.

An excellent textbook and resource

This is an excellent textbook and resource for students, entrepreneur as well as for all marketing and sales manager. The book gives a clear roadmap of all necessary marketing tools and information. I would strongly recommend to everyone who willing to learn more from professionally written book

Trump University Marketing101

By reading the Trump University series of books, like "Marketing 101" learn how to be successful and receive the support you need to make it happen.... The Trump University is a fantastic resource!

Straightforward basics of marketing strategy

This book is a branded homage to the business acumen of Donald Trump, illustrating his success in marketing everything from cologne and shirts to commercial real estate and casinos. Author Don Sexton covers the basic building blocks of marketing strategy. His writing is straightforward, and he includes worksheets and checklists for novices, though he offers little new for experienced marketers. He covers a wide range of topics, from the basics of media outreach to managing research and financial benchmarks for a marketing campaign. The examples are limited almost exclusively to the Trump Empire, given that this is part of the "Trump University" series. We commend this as a good basic book on marketing.

An excellent textbook and resource, especially for non-students

So you're managing your own business or organization, and you need to figure out how to reach potential customers and generate sales. You don't hold an MBA, and you don't have the time or money to take a college or continuing ed marketing course. What do you do? Well, this book is sure to give you a solid foundation from which to launch a campaign. Author Don Sexton, a business professor at Columbia University as well as Trump University, has compiled a definitive text that not only is readable and understandable, but also offers a practical approach to what could be considered a complex and daunting task: getting your product in the hands of your customers. Boiled down to its basics, marketing can be illustrated by the following scenario, told on pages 166-167: "Ralph Waldo Emerson said, 'Build a better mousetrap, and the world will beat a path to your door.' The marketing version of that quotation is: If you build a better mousetrap, then customers will buy it only if: They know they have mice. They want to get rid of the mice. They believe a mousetrap is the best way to get rid of the mice. They believe your mousetrap is better. They believe your price is reasonable given the competitors' mousetraps and prices. They know where to buy your mousetrap." This book shows you how to achieve that kind of marketing success. "Marketing 101" moves step-by-step through all facets of the overall marketing plan, with chapters dedicated to understanding customers, understanding competitors, identifying markets, branding, advertising, promoting, Internet marketing, coordinating communications, and pricing. Sexton doesn't just spout theory about marketing, managing perceived value, developing a growth plan, or conducting market research. He also offers practical techniques that can be applied in real-life situations. For example: "Coupons should have a triangle shape so they can be cut easily from a page. Your contact information should be both on the coupon and the page so what remains after the coupon is gone still functions as your ad." (pages 248-9) Readers in small businesses or organizations will appreciate the "guerrilla marketing" chapter near the end of the book, which shows how all of the previous tasks can be scaled down to meet the needs of those with staff or financial constraints. The recommendations in this book can be used by anyone in any kind of business that deals with customers, services, and/or products. Each reader will find something useful here. Many of the examples provided -- predictably -- feature the Trump brand. But they're not just from the real estate side of the Trump empire. Also represented are items from the Donald J. Trump Signature Collection: watches, dress shirts, ties, suits, eyewear, fragrance, and even cell-phone ringtones. And branding is emphasized as an important aspect of what your business or organization is all about. Who better to illustrate that truth than Trump?