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

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

Hardcover

ISBN 10: 0471646563 ISBN 13: 9780471646563

Publisher: Wiley, 2004

Synopsis

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.

About this title

From the Inside Flap

Raising capital has grown from a finance function into, at least in part, a marketing function. It’s never been easier for investors to get in and out of investments, and this forces companies to compete more strategically with each other for limited investment capital. Companies that want to attract capital must now offer investors a compelling value proposition. In effect, they have to market their company to investors in much the same way toothpaste or any other product is marketed to consumers.

It is imperative that executives understand the fundamentals of marketing in order to raise capital. They need marketing strategy and tactics to convince investors that their business offers a superior risk-return profile compared to alternative investment opportunities.

Until now, little has been written about this sea change in capital investment. In Attracting Investors, marketing guru Philip Kotler teams up with Hermawan Kartajaya and S. David Young to offer a practical, marketing-based approach to raising capital. Packed with crucial insight for everyone from CEOs and entrepreneurs to finance students, the book shows readers how to apply the fundamental techniques of modern marketing to the vital task of raising capital. The authors demonstrate how companies can target prospective investors and how best to highlight the strengths of the business as an investment.

The fact is, most businesses trying to raise cash don’t understand the capital market–and approach it far too simplistically. Investors must be approached just like any other consumer. Attracting Investors shows leaders of start-ups and megacorporations alike how to win over the investor–and attract the capital they need to succeed.

From the Back Cover

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.

Edition details

• Publisher: Wiley
• Publication date: 2004
• ISBN 10: 0471646563
• ISBN 13: 9780471646563
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 256