The target audience consists of people – such as entrepreneurs, small business owners, and some corporate managers – who for various reasons are unable to spend the time or money to take all the courses required in an MBA program.  We want to make it feasible for them to use the marketing ideas presented in MBA programs without having to sit through entire courses and curriculums.

The ideas discussed in the book include the same ideas that are presented in the most  respected MBA curriculums and that are used by the most successful companies in the world.  In addition, this book contains many compelling new marketing ideas that have been developed by the author over the years.

Each chapter focuses on a key marketing idea.  The idea is explained straightforwardly  in non-academic, non-technical language.  Exercises and examples are used to show why the idea is important and how it can be used.

Each chapter is a course that is part of the Trump University Marketing or Sales Curriculum.  While the book can be used alone, it can also be used side-by-side with the Trump University courses.

Professor Sexton has developed systematic ways to make all the key marketing decisions.  These methods are very effective and efficient and many companies use them as part of their marketing planning processes.  Each method includes step-by-step instructions and worksheets.  These approaches are unique and are available only to those who use this book or who enroll in the Trump University marketing courses.