Marketing guru Philip Kotler shows entrepreneurs how to market their companies to investors
How can businesses do a better job of attracting capital? The answer: ‘Marketing!’ Marketing expert Philip Kotler teams up with a renowned marketing consultant and an INSEAD professor for this practical, marketing-based approach to raising capital from investors. Based on the premise that entrepreneurs and business owners often don’t understand what investors want and how they make their decisions, Attracting Investors offers a larger view of the factors involved, and guides both startup and veteran firms in effectively raising capital.
Cuprins
Preface.
Part One: INTRODUCTION.
1. Marketing to Investors and Lenders: What the Capital Markets
Want.
2. Raising Capital: An Overview of Your Alternatives.
Part Two: UNDERSTANDING INVESTORS AND LENDERS.
3. Early-Stage Financing: The Role of Business Angels.
4. Private Equity: Unleashing Your Company’s Potential
Value.
5. Lenders: Raising Funds from Banks and Other Financial
Institutions.
Part Three: TOOLS FOR ATTRACTING AND KEEPING INVESTORS AND
LENDERS.
6. Strategy: How to Win Investors’ Mind Share.
7. Tactic: How to Win Investors’ Market Share.
8. Value: How to Win Investors’ Heart Share.
Part Four: EPILOGUE.
9. Get Your Marketing Right!
Index.
Despre autor
PHILIP KOTLER is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management, and one of the world’s leading authorities on marketing. He is the author of thirty-five books, including Marketing Management (now in its eleventh edition) and Marketing Insights from A to Z.
HERMAWAN KARTAJAYA is the founder and president of Mark Plus&Co., one of the foremost strategy consulting firms in Southeast Asia, and has coauthored several bestselling books on Asian marketing, including Repositioning Asia and Rethinking Marketing (with Hooi Den Huan and Sandra Liu). He is also president of the World Marketing Association (WMA) for 2002–2004.
S. DAVID YOUNG is Professor of Accounting and Control at INSEAD. He is the coauthor of EVA and Value-Based Management and Profits You Can Trust.
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