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

Overview

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 ...

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Overview

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.

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Product Details

  • ISBN-13: 9780471646563
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 8/13/2004
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 6.14 (w) x 9.21 (h) x 0.63 (d)

Meet the Author

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.

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Read an Excerpt

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 attractthe capital they need to succeed.

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Table of Contents

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.

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted January 23, 2006

    How to get to the money

    This book is a little like a football play that looks great on the blackboard in the locker room but doesn¿t quite deliver once the players take the field. The concept is excellent: adapting marketing theory and techniques to the business of acquiring investment capital for your firm. Unfortunately, authors Philip Kotler, Hermawan Kartajaya and S. David Young spend too much time reviewing basics, such as potential sources of capital, and not enough on the marketing techniques themselves - which they don¿t begin discussing until about two-thirds of the way into the book. This shortcoming (and the lack of case histories) is balanced, however, by the authors¿ keen, market-oriented analysis of the characteristics that appeal most strongly to the various types of investors. This book outlines a smart, methodical approach to finding investors. We recommend this book despite its problems, believing that even an incomplete marketing approach to financing is better than chaos in the huddle.

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