Book by Kotler on Marketing to Investors

Attracting Investors: A Marketing Approach to Finding Funds for Your Business By Philip Kotler, Hermawan Kartajaya, S. David Young

Published 2004
John Wiley and Sons

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.

Contents
An Overview of Your Alternatives 17
atila, bootstrapping, investors
Part Two UNDERSTANDING INVESTORS 55
margulis, angels, babson
Unleashing Your Companys 73
capitalists, buyouts, leveraged
Raising Funds from Banks and Other 117
dpos, securitization, underpricing
How to Win Investors Market Share 189
starbucks, buffett, berkshire
How to Win Investors Heart Share 213
Get Your Marketing Right 237
segmentation, ipos, funder
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Financial Services Marketing: An International Guide to Principles and Practice

Christine T ennew and Nigel Waite

Butterworth Heinemann, 2006

Financial Services Marketing: an international guide to principles and practice contains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and those on professional courses

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