Table of contents for Trump University marketing 101 : how to use the most powerful ideas in marketing to get more customers and keep them / Don Sexton ; foreword and chapter 1 by Donald Trump.


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PART I
How TO BUILD A POWERFUL
MARKETING STRATEGY    1
CHAPTER 1 TRUMP ON MARKETING BY
DONALD TRUMP                   3
CHAPTER 2 WHAT IS MARKETING?             7
CHAPTER 3 BUILDING A MARKETING STRATEGY  14
CHAPTER 4 UNDERSTANDING YOUR CUSTOMERS  26
CHAPTER 5 MEASURING AND MANAGING
YOUR PERCEIVED VALUE          37
CHAPTER 6  UNDERSTANDING YOUR
COMPETITORS                    48
CHAPTER 7  UNDERSTANDING YOUR
ORGANIZATION'S CAPABILITIES    57
CHAPTER 8  UNDERSTANDING YOUR OVERALL
COMPETITIVE ENVIRONMENT        65
CHAPTER 9 IDENTIFYING YOUR
POSSIBLE MARKETS               73
CHAPTER 10 SELECTING YOUR KEY
TARGET MARKET                  82
CHAPTER 11 POSSIBLY THE MOST IMPORTANT
CHAPTER IN THIS BOOK:
POSITIONING YOUR PRODUCT
OR SERVICE                     91
PART 11
IMPROVING YOUR MARKETING STRATEGY     103
CHAPTER 12 CREATING YOUR MOST VALUABLE
ASSET: YOUR BRAND             105
CHAPTER 13 DEVELOPING YOUR
GROWTH PLAN                   116
CHAPTER 14 DETERMINING YOUR FOCUS
FOR GROWTH                    124
CHAPTER 15 INCREASING YOUR
CUSTOMER SATISFACTION         132
PART III
IMPLEMENTING YOUR STRATEGY      141
CHAPTER 16 PRODUCT/SERVICE DESIGN         143
CHAPTER 17 INTEGRATING CUSTOMER
COMMUNICATIONS                 154
CHAPTER 18 ADVERTISING                    165
CHAPTER 19 IDENTIFIERS                    180
CHAPTER 20 SALES PROMOTION                189
CHAPTER 21 PERSONAL SELLING               198
CHAPTER 22 PUBLIC RELATIONS               207
CHAPTER 23 INTERNET MARKETING             218
CHAPTER 24 PRICING                        228
CHAPTER 25 GUERRILLA MARKETING            240
PART IV
UNDERSTANDING THE NUMBERS       251
CHAPTER 26 FINANCIAL ANALYSIS FOR SMART
MARKETING DECISIONS            253
CHAPTER 27 CONDUCTING MARKETING
RESEARCH                       266
CHAPTER 28 FORECASTING                    278
PART V
MAKING SURE YOUR MARKETING
STRATEGY SUCCEEDS    287
CHAPTER 29 THE MARKETING PLAN          289



Library of Congress subject headings for this publication: Marketing