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Attracting Investors
A Marketing Approach to Finding Funds for Your Business
Philip Kotler (Author), Hermawan Kartajaya (Author), S. David Young (Author)
9780471646563, Wiley
Hardback, published 3 September 2004
256 pages
23.6 x 16 x 2.3 cm, 0.435 kg
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.
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.
Subject Areas: Business & management [KJ]
