Attracting Investors

A Marketing Approach to Finding Funds for Your Business

Philip Kotler, Hermawan Kartajaya, S. David Young

246 pages, parution le 16/11/2004

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Résumé

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.

L'auteur - Philip Kotler

Philip Kotler est le plus réputé des Professeurs en Marketing, tant en Europe qu'aux USA. Auteur de gros manuels célèbres, il livre ici la synthèse de son savoir.

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L'auteur - Hermawan Kartajaya

Hermawan Kartajaya is the CEO of MarkPlus Strategy Consulting and President of the Asia Pacific Marketing Federation (APMF). Kartajaya is also a council member of the World Marketing Association (WMA).

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L'auteur - S. David Young

S. David Young, Ph.D., is a professor at INSEAD, one of the world's leading graduate business schools. A consultant on EVA and value-based management for several American, European, and Asian companies, Dr. Young's research has appeared in many academic and professional journals.

Sommaire

Introduction
Understanding investors and lenders
Tools for attracting and keeping investors and lenders
Epilogue

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Philip Kotler, Hermawan Kartajaya, S. David Young
Parution	16/11/2004
Nb. de pages	246
Format	15,5 x 23,5
Couverture	Relié
Poids	445g
Intérieur	Noir et Blanc
EAN13	9780471646563
ISBN13	978-0-471-64656-3