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Combines one of the biggest name in business with the 40-year teaching experience of one of the most well-known marketing thinkers in academia.
List of contents
'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.'
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"...contains practical business tips...straightforward, matter-of-fact tone when explaining ideas and tactics with step-by-step instructions that are easy to grasp..." (Business Traveller, October 2006)
