未读消息消息

购物车

我的订单

个人中心

店铺

我的订单收藏

拍卖

拍卖交易我的竞拍收藏

我的好友资金账户

卖家中心

客服 |

帮助中心 9:00-20:30 在线留言

客服电话

010-89648155

服务时间

客服咨询 8:00-21:00

纠纷处理 9:00-21:00

图书审核 9:00-18:00

监督与建议

请选择

手机孔网

Trump University Marketing 101

作者: Don Sexton

出版社: Oversea Publishing House

出版时间: 2007-07

版次: 1

ISBN: 9780471916901

定价: 191.98

装帧: 精装

开本: 其他

纸张: 胶版纸

页数: 319页

分类: 外文古旧书>英文书>管理

5人买过

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. 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 m Foreword by Donald Trump.

Acknowledgments.

PART Ⅰ: HOW TO BUILD A POWERFUL MAKETING STRATEGY.

　Chapter 1. Trump on Marketing by Donald Trump.

　Chapter 2. What is Marketing?

　Chapter 3. Building a Marketing Strategy.

　Chapter 4. Understanding Your Customers.

　Chapter 5. Measuring and Managing Your Perceived Value.

　Chapter 6. Understanding Your Competitors.

　Chapter 7. Understanding Your Organization's Capabilities.

　Chapter 8. Understanding Your Overall Competitive Environment.

　Chapter 9. Identifying Your Possible Markets.

　Chapter 10. Selecting Your Key Target Market.

　Chapter 11. Possibly the Most Important Chapter in This Book: Positioning Your Product or Service.

PART Ⅱ: IMPROVING YOUR MARKETING STRATEGY.

　Chapter 12. Creating Your Most Valuable Asset: Your Brand.

　Chapter 13. Developing Your Growth Plan.

　Chapter 14. Determining Your Focus for Growth.

　Chapter 15. Increasing Your Customer Satisfaction.

PART Ⅲ: IMPLEMENTING YOUR STRATEGY.

　Chapter 16. Product/Service Design.

　Chapter 17. Integrating Customer Communications.

　Chapter 18. Advertising.

　Chapter 19. Identifiers.

　Chapter 20. Sales Promotion.

　Chapter 21. Personal Selling.

　Chapter 22. Public Relations.

　Chapter 23. Internet Marketing.

　Chapter 24. Pricing.

　Chapter 25. Guerrilla Marketing.

PART Ⅳ: UNDERSTANDING THE NUMBERS.

　Chapter 26. Financial Analysis for Smart Marketing Decisions.

　Chapter 27. Conducting Marketing Research.

　Chapter 28. Forecasting.

PART Ⅴ: MAKING SURE YOUR MARKETING STRATEGY SUCCEEDS.

　Chapter 29. The Marketing Plan.

Notes.

About the Author.

Index.
内容简介:
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.
作者简介:
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 m
目录:
Foreword by Donald Trump.

Acknowledgments.

PART Ⅰ: HOW TO BUILD A POWERFUL MAKETING STRATEGY.

　Chapter 1. Trump on Marketing by Donald Trump.

　Chapter 2. What is Marketing?

　Chapter 3. Building a Marketing Strategy.

　Chapter 4. Understanding Your Customers.

　Chapter 5. Measuring and Managing Your Perceived Value.

　Chapter 6. Understanding Your Competitors.

　Chapter 7. Understanding Your Organization's Capabilities.

　Chapter 8. Understanding Your Overall Competitive Environment.

　Chapter 9. Identifying Your Possible Markets.

　Chapter 10. Selecting Your Key Target Market.

　Chapter 11. Possibly the Most Important Chapter in This Book: Positioning Your Product or Service.

PART Ⅱ: IMPROVING YOUR MARKETING STRATEGY.

　Chapter 12. Creating Your Most Valuable Asset: Your Brand.

　Chapter 13. Developing Your Growth Plan.

　Chapter 14. Determining Your Focus for Growth.

　Chapter 15. Increasing Your Customer Satisfaction.

PART Ⅲ: IMPLEMENTING YOUR STRATEGY.

　Chapter 16. Product/Service Design.

　Chapter 17. Integrating Customer Communications.

　Chapter 18. Advertising.

　Chapter 19. Identifiers.

　Chapter 20. Sales Promotion.

　Chapter 21. Personal Selling.

　Chapter 22. Public Relations.

　Chapter 23. Internet Marketing.

　Chapter 24. Pricing.

　Chapter 25. Guerrilla Marketing.

PART Ⅳ: UNDERSTANDING THE NUMBERS.

　Chapter 26. Financial Analysis for Smart Marketing Decisions.

　Chapter 27. Conducting Marketing Research.

　Chapter 28. Forecasting.

PART Ⅴ: MAKING SURE YOUR MARKETING STRATEGY SUCCEEDS.

　Chapter 29. The Marketing Plan.

Notes.

About the Author.

Index.

查看详情

Trump University Marketing 101

内容简介:

作者简介:

目录: