Trump has his own Rules as spelled out in "The Art of the Deal"
http://www.businessinsider.com/donald-trump-business-philosophy-from-the-art-of-the-deal-2015-6
BTW, "The Art of the Deal" was first published in 1987 and is still in the Amazon top 200 in book sales.
You nailed it, he is a marketing genius. If he wins there is an entire election industry that is at risk.
Pray America is waking