Attracting Investors: A Marketing Approach to Finding Funds for Your Business

ISBN-13: 9780471646563 / Angielski / Twarda / 2004 / 256 str.

Philip Kotler; Hermawan Kartajaya; S. David Young

Opis

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.
Philip Kotler (Glencoe, IL) is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, and the author of 35 books. Hermawan Katajaya (Jakarta, Indonesia) runs MarkPlus, the largest marketing consulting firm in Indonesia, and is coauthor with Kotler of several books, including Repositioning Asia and Rethinking Marketing. S. David Young (Fontainebleu, France) is a Professor of Accounting and Control at INSEAD in Fountainebleu, France.

Spis treści

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.

O autorze

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 MarkPlus&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.

Blurb

Make a compelling case to banks and potential investors!

If you are an entrepreneur looking for your first investors, or a business owner or CFO seeking a new source of capital, you need to market your company to investors. Here, renowned marketing expert and bestselling author Philip Kotler, along with marketing consultant Hermawan Kartajaya and INSEAD professor S. David Young, offers essential guidance for capital seekers who understand that capital raising has largely moved from a finance function to a marketing function. Accurately identifying your target investor and effectively highlighting the strengths of your business are now critical to securing the support your business needs. From early–stage financing to borrowing money to issuing stock, Attracting Investors shows you how to market yourself and your business to raise funds, and explains why marketing is the key to successful capital raising. This comprehensive book will be essential for small start–ups, as well as established firms looking for new funding sources. The capital game has changed, and Attracting Investors is your guide to the new rules.