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Trump University Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers Hardcover – January 7, 2010

by Don Sexton (Author)
4.1 out of 5 stars 12 customer reviews
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Product Details

  • Hardcover: 480 pages
  • Publisher: Wiley; 2 edition (January 7, 2010)
  • Language: English
  • ISBN-10: 0470453079
  • ISBN-13: 978-0470453070
  • Product Dimensions: 6.3 x 1.5 x 9.3 inches
  • Shipping Weight: 1.6 pounds (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #822,249 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

2.0 out of 5 starsLack Experience or Practical Knowledge - and lacks Trump
By Honest Opinion on November 17, 2006
Format: Hardcover
I'm a feverent fan of Donald Trump and for that reason I wanted to like this book. So, I approached this book with very wide expectations. I was disappointed.

My first reaction upon reading this book was at how much it discusses theory over any actual practical knowledge. This book doesn't read like it was written by an experienced marketing executive has led proactive and aggressive marketing campaigns.. It reads like it was written by an academician that has never been bloodied or ever left his classroom.

For example - in this book, there is a detailed analysis of "Donald Trump, The Fragrance". It discusses how Estee Lauder sought to develop a fragrance with a smell that would communicate different aspects of Trump's personality, such as "confidence, success, and character". That sounds nice - except that it displays a profound ignorance of how the fragrance industry works. Any experienced marketing professional will tell you that when marketing colognes and perfumes, the smell of the fragrance is almost inconsequential. Colognes and perfumes are all about branding, branding, branding.. That's why 95% of a fragrance's success is the careful development of the print and television ads, which are ignored here.

As a testament to this, remember that Bill Gates made Windows 95 a popular brand by hiring a V.P. of Marketing from the perfume industry ("I know nothing about software. I know everything about branding").

Donald Trump is an experienced Marketeer, and I expected more than sweet theories on dominant buying propositions and the like. This is a book that lacks any real-world knowledge and looks like it was written by an academic such as the stuffy business school teacher in the Rodney Dangerfield movie "Back to School".Read more ›
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5.0 out of 5 starsAn excellent textbook and resource, especially for non-students
By Corinne H. Smith VINE VOICE on August 26, 2006
Format: Hardcover Verified Purchase
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.Read more ›
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5.0 out of 5 starsTrump is a household name
By Mariusz Skonieczny on August 23, 2009
Format: Hardcover
Trump is good at many things, but if I were to pick the one thing that he is the best at, it would be marketing himself and his businesses. How many business owners' names are household names? Not many, but someone with a similar brand name is Warren Buffett. I picked up this book because I realize that marketing is the most important aspect of any business. If you don't have any customers, you have no one to service, and it doesn't really matter how good you are.

Even though Trump did not write this book, I found it extremely valuable. The author demonstrated how Trump developed marketing plans for some of his businesses such as colognes, casinos, shirts, and real estate. I remember attending a real estate convention years ago. The speakers on the panel could not believe that Trump was getting around $800 per square foot for condos in downtown Chicago while other competing properties were selling for around $300 per square foot. Trump has something called a moat. This term was coined by Warren Buffett to describe a competitive advantage. People find value in anything associated with the name Trump. If you want to learn how to develop it for yourself, then you should read this book.

- Mariusz Skonieczny, author of Why Are We So Clueless about the Stock Market? Learn how to invest your money, how to pick stocks, and how to make money in the stock market
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3.0 out of 5 starsMore Trump...
By James B on October 18, 2010
Format: Hardcover
This book is great theories on how to reach your target audience. Good stuff for the person who knows little about marketing. However if you are a seasoned pro looking to further your knowledge it will probably lack wisdom for you. It is more about the four P's- Product, Price, Place, Promotion as well as customer perceptions, perceived value and how to build strategies. There is a good chapter about understanding your companies capabilities against competition, developing growth plans and even some information about internet strategies and their importance followed by measuring results. Common knowledge for a seasoned pro but a good read for the up and coming or college grad.
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Most Recent Customer Reviews

5.0 out of 5 starsGreat Marketing Textbook and a Must Read for Business People

This book is a terrific textbook, a challenging but accessible academic look at marketing. It's basically a college or business school course condensed and explained very clearly. Read more

Published on June 22, 2012 by Businessreader
3.0 out of 5 starsGood insight into technical sales and opportunity development from a...

Good insight into technical sales and opportunity development from a very lofty perspective. A little too domineering for my liking but with helpful examples and guides... Read more

Published on April 23, 2010 by Tony J. Ridley
5.0 out of 5 starsTrump University Marketing 101 book review

I've read numerous introductory marketing books in the past to try and get a satisfactory practical understanding of this topic and have found that none of them come close to this... Read more

Published on March 30, 2008 by Leigh H
5.0 out of 5 starsAn excellent textbook and resource

This is an excellent textbook and resource for students, entrepreneur as well as for all marketing and sales manager. Read more

Published on February 28, 2008 by Mr. Izzet Gulsen
3.0 out of 5 starsAn example of megabranding gone wobbly!

I, like many other people, am a big fan of Donald Trump. You may or may not like him, but one cannot help but admire his success. Read more

Published on May 2, 2007 by Mainak Dhar
5.0 out of 5 starsTrump University Marketing101

By reading the Trump University series of books, like "Marketing 101" learn how to be successful and receive the support you need to make it happen.... Read more

Published on March 31, 2007 by Joseph J. Bartoszek
4.0 out of 5 starsStraightforward basics of marketing strategy

This book is a branded homage to the business acumen of Donald Trump, illustrating his success in marketing everything from cologne and shirts to commercial real estate and... Read more

Published on February 13, 2007 by Rolf Dobelli
4.0 out of 5 starsDonald Trump Marketing101

If you selling a product or service this book is a must. It shows you how to plan for results.

How to rethink your efforts. Read more

Published on August 25, 2006 by All Access Customer

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