Attracting Investors A Marketing Approach to Finding Funds for Your Business

by Kotler, Philip; Kartajaya, Hermawan; Young, S. David

• ISBN13: 9780471646563
• ISBN10: 0471646563
• Edition: 1st
• Format: Hardcover
• Copyright: 2004-08-13
• Publisher: Wiley

Summary

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.

Author Biography

PHILIP KOTLER is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University&#146;s Kellogg School of Management, and one of the world&#146;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. <BR> HERMAWAN KARTAJAYA is the founder and president of MarkPlus&amp;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&#151;2004.<BR> 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.

Table of Contents

Preface	vii
Part One INTRODUCTION	1	(54)
1 Marketing to Investors and Lenders: What the Capital Markets Want	3	(14)
2 Raising Capital: An Overview of Your Alternatives	17	(38)
Part Two UNDERSTANDING INVESTORS AND LENDERS	55	(114)
3 Early-Stage Financing: The Role of Business Angels	57	(16)
4 Private Equity: Unleashing Your Company's Potential Value	73	(44)
5 Lenders: Raising Funds from Banks and Other Financial Institutions	117	(52)
Part Three TOOLS FOR ATTRACTING AND KEEPING INVESTORS AND LENDERS	169	(66)
6 Strategy: How to Win Investors' Mind Share	171	(18)
7 Tactic: How to Win Investors' Market Share	189	(24)
8 Value: How to Win Investors' Heart Share	213	(22)
Part Four EPILOGUE	235	(6)
9 Get Your Marketing Right!	237	(4)
Index	241