Features

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

10 Oct 2006 by intern11

Don Sexton, PhD, John Wiley & Sons, US$14.93 on www.amazon.com

With a title like this, one might expect yet another take of NBC’s popular reality TV series The Apprentice. The fifth season, which ended its run in the US recently, featured Trump’s daughter Ivanka and son Donald Jr filling in for “valuable executives” Carolyn Kepcher and George Ross.

Following the other titles in the Trump University series, this one, too, combines the splashiest name in American business with lessons from a well-respected industry expert – in this case, marketing professor Don Sexton. With an impressive CV to his name – including teaching at Columbia University for the past 35 years – Sexton produces a practical guide that covers all the basics of marketing.

This 336-page hard-cover book, which has the makings of a business bible, is written in five strategic parts – “How to build a powerful marketing strategy”, “Improving your marketing strategy”, “Implementing your strategy”, “Understanding the numbers” and “Making sure your marketing strategy succeeds”.

The first part opens with Trump’s words of wisdom, while the rest of the chapters focus on key marketing ideas with the help of proven examples, including the positioning of Trump International Hotel & Tower (this is, after all, a Trump publication), understanding clients’ needs at Trump Entertainment Resorts, developing the growth path (as the Hotel & Tower did) and keeping customers satisfied through intensive research as in the case of the Trump casinos.

Like other corporate help books out there, Marketing 101 contains practical business tips (for example, “Understanding the customer’s needs and perceptions is the foundation of marketing” and “The key principles of sound brand management are: positioning that is well thought out, discipline to implement brand communications programs with consistency and understanding of your brand position by all the members of your organisation”).

A plus point is Sexton’s straightforward, matter-of-fact tone when explaining ideas and tactics with step-by-step instructions that are easy to grasp, and useful worksheets can be downloaded from www.trumpuniversity.com/marketing101

Julian Tan

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