{"product_id":"attracting-investors-isbn-9780471646563","title":"Attracting Investors","description":"\u003cp\u003e\u003cb\u003eMarketing guru Philip Kotler shows entrepreneurs how to market their companies to investors\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow 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.\u003c\/p\u003e  Preface.  \u003cp\u003e\u003cb\u003ePart One: INTRODUCTION.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1. Marketing to Investors and Lenders: What the Capital Markets Want.\u003c\/p\u003e \u003cp\u003e2. Raising Capital: An Overview of Your Alternatives.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two: UNDERSTANDING INVESTORS AND LENDERS.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3. Early-Stage Financing: The Role of Business Angels.\u003c\/p\u003e \u003cp\u003e4. Private Equity: Unleashing Your Company’s Potential Value.\u003c\/p\u003e \u003cp\u003e5. Lenders: Raising Funds from Banks and Other Financial Institutions.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three: TOOLS FOR ATTRACTING AND KEEPING INVESTORS AND LENDERS.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e6. Strategy: How to Win Investors’ Mind Share.\u003c\/p\u003e \u003cp\u003e7. Tactic: How to Win Investors’ Market Share.\u003c\/p\u003e \u003cp\u003e8. Value: How to Win Investors’ Heart Share.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four: EPILOGUE.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e9. Get Your Marketing Right!\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePHILIP KOTLER\u003c\/b\u003e 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 \u003ci\u003eMarketing Management\u003c\/i\u003e (now in its eleventh edition) and \u003ci\u003eMarketing Insights from A to Z\u003c\/i\u003e.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eHERMAWAN KARTAJAYA\u003c\/b\u003e is the founder and president of MarkPlus\u0026amp;Co., one of the foremost strategy consulting firms in Southeast Asia, and has coauthored several bestselling books on Asian marketing, including \u003ci\u003eRepositioning Asia and Rethinking Marketing\u003c\/i\u003e (with Hooi Den Huan and Sandra Liu). He is also president of the World Marketing Association (WMA) for 2002—2004.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eS. DAVID YOUNG\u003c\/b\u003e is Professor of Accounting and Control at INSEAD. He is the coauthor of \u003ci\u003eEVA and Value-Based Management and Profits You Can Trust\u003c\/i\u003e.\u003c\/p\u003e  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.  \u003cp\u003eIt 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.\u003c\/p\u003e \u003cp\u003eUntil 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.\u003c\/p\u003e \u003cp\u003eThe 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.\u003c\/p\u003e  Make a compelling case to banks and potential investors!  \u003cp\u003eIf 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988775485669,"sku":"NP9780471646563","price":35.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471646563.jpg?v=1761781542","url":"https:\/\/k12savings.com\/es\/products\/attracting-investors-isbn-9780471646563","provider":"K12savings","version":"1.0","type":"link"}