Kotler / Kartajaya / Young Attracting Investors

A Marketing Approach to Finding Funds for Your Business
1. Auflage 2004
ISBN: 978-0-471-68286-8
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 256 Seiten, E-Book

Marketing guru Philip Kotler shows entrepreneurs how to markettheir companies to investors
How can businesses do a better job of attracting capital? Theanswer: "Marketing!" Marketing expert Philip Kotler teams up with arenowned marketing consultant and an INSEAD professor for thispractical, marketing-based approach to raising capital frominvestors. Based on the premise that entrepreneurs and businessowners often don't understand what investors want and how they maketheir decisions, Attracting Investors offers a larger view of thefactors involved, and guides both startup and veteran firms ineffectively raising capital.
Philip Kotler (Glencoe, IL) is the S.C. Johnson & SonDistinguished Professor of International Marketing at NorthwesternUniversity's Kellogg School of Management, and the author of 35books. Hermawan Katajaya (Jakarta, Indonesia) runs MarkPlus, thelargest marketing consulting firm in Indonesia, and is coauthorwith Kotler of several books, including Repositioning Asia andRethinking Marketing. S. David Young (Fontainebleu, France) is aProfessor of Accounting and Control at INSEAD in Fountainebleu,France.

Autoren/Hrsg.

Kotler, Philip

Kartajaya, Hermawan

Young, S. David

Inhaltsverzeichnis

Preface.
Part One: INTRODUCTION.
1. Marketing to Investors and Lenders: What the Capital MarketsWant.
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 PotentialValue.
5. Lenders: Raising Funds from Banks and Other FinancialInstitutions.
Part Three: TOOLS FOR ATTRACTING AND KEEPING INVESTORS ANDLENDERS.
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.

Über Autor(innen)

PHILIP KOTLER is the S.C. Johnson Distinguished Professor ofInternational Marketing at Northwestern University's KelloggSchool of Management, and one of the world's leadingauthorities on marketing. He is the author of thirty-five books,including Marketing Management (now in its eleventh edition) andMarketing Insights from A to Z.
HERMAWAN KARTAJAYA is the founder and president ofMarkPlus&Co., one of the foremost strategy consulting firms inSoutheast Asia, and has coauthored several bestselling books onAsian marketing, including Repositioning Asia and RethinkingMarketing (with Hooi Den Huan and Sandra Liu). He is also presidentof the World Marketing Association (WMA) for 2002--2004.
S. DAVID YOUNG is Professor of Accounting and Control at INSEAD. Heis the coauthor of EVA and Value-Based Management and Profits YouCan Trust.