Trump University Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers
by Don Sexton
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Book Summary Information
Author: Don SextonForeword: Donald J. Trump
Edition: Hardcover
Audio: English (Unknown); English (Original Language); English (Published)
Published: 2006-06-23
ISBN: 0471916900
Number of pages: 336
Publisher: Wiley
Accessories:
- Trump University Real Estate 101: Building Wealth with Real Estate Investments
- Trump University Entrepreneurship 101: How to Turn Your Idea into a Money Machine
- Trump University Wealth Building 101: Your First 90 Days on the Path to Prosperity
Book Reviews of Trump University Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers
Book Review: An excellent textbook and resource, especially for non-students
Summary: 5 Stars
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?
Kudos to Donald Trump, Trump University, and author Don Sexton for providing blank worksheets and review questions for each chapter on the university web site. Having easy access to these documents proves quite handy for printing and studying, and the pages are invaluable for sharing with colleagues while going through the planning process. The review questions help you relate what you've read to your own situation. They force you to think about who your customers are, who your target market is, and who your competitors are. Without a strong focus, your marketing approach will inevitably fail.
Other titles in the Trump University series so far include "Real Estate 101" and "Entrepreneurship 101." If those other offerings have text of the same quality as found in "Marketing 101," then the Trump Organization has found yet another domain to dominate: business textbooks. After all, those Apprentices have to learn the ropes somehow, don't they?
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Summary of Trump University Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers
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.
Don Sexton is Professor of Business at Columbia University and principle of The Arrow Group, Ltd.®, a marketing consulting and training firm whose clients have included GE, Citigroup, IBM, and Pfizer, among many others. He has taught at Columbia for more than 35 years, is a recipient of the Business School?s Distinguished Teaching Award, and has written numerous articles on marketing and branding issues. He is often quoted in prominent media such as The New York Times, Business Week, and Beijing?s China Economic Daily.
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