TY  - BOOK
AU  - Sexton, Don
TI  - Marketing 101:how to use the most powerful ideas in marketing to get more customers and keep them
SN  - 978-0-471-91690-1
PY  - 2006///
CY  - Chichester
PB  - John Wiley & Sons
KW  - Marketing
KW  - United States
KW  - Business
N1  - Ch. 1. Trump on marketing by Donald Trump 
Ch. 2. What is marketing? 
Ch. 3. Building a marketing strategy 
Ch. 4. Understanding your customers 
Ch. 5. Measuring and managing your perceived value 
Ch. 6. Understanding your competitors 
Ch. 7. Understanding your organization's capabilities 
Ch. 8. Understanding your overall competitive environment 
Ch. 9. Identifying your possible markets 
Ch. 10. Selecting your key target market 
Ch. 11. Possibly the most important chapter in this book : positioning your product or service 
Ch. 12. Creating your most valuable asset : your brand 
Ch. 13. Developing your growth plan 
Ch. 14. Determining your focus for growth 
Ch. 15. Increasing your customer satisfaction 
Ch. 16. Product/service design 
Ch. 17. Integrating customer communications 
Ch. 18. Advertising 
Ch. 19. Identifiers 
Ch. 20. Sales promotion 
Ch. 21. Personal selling 
Ch. 22. Public relations 
Ch. 23. Internet marketing 
Ch. 24. Pricing 
Ch. 25. Guerrilla marketing 
Ch. 26. Financial analysis for smart marketing decisions 
Ch. 27. Conducting marketing research 
Ch. 28. Forecasting 
Ch. 29. The marketing plan
N2  - With step-by-step instructions ... this ... guide offers practical marketing help for anyone who wants to increase their sales, profits, cash flow, or ROI. You'll discover which tactics work and which don't, and - with real-world guidance from [the author] - you'll be able to implement the right tactics in your own business. You'll master the best tactics in marketing to increase your sales and profits, build your brand, or increase your customer base. Designed for use as either a standalone primer or as a companion text for Trump University marketing courses, [this book] provides all the information and strategy you need to successfully market your products and services. No matter what you sell or how you sell it - whether you're running a small business or a major corporation - this comprehensive guide explains everything you need to know about modern marketing. [From this book,] you'll learn how to: master the basics of great marketing; understand customers, competitors, and market conditions; find your target market; position your product or service against the competition; create a great brand; develop a marketing plan; grow your business; increase customer satisfaction; price your products effectively; advertise and promote your business; use the Internet to reach new customers; employ guerrilla marketing techniques; forecast sales and profits, and much more
ER  -