Description

Book Synopsis
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.

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.

Attracting Investors

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    A Hardback by Philip Kotler, Hermawan Kartajaya, S. David Young

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      Book details

      Publisher John Wiley & Sons Inc
      Published 3 September 2004
      ISBN-13 9780471646563
      978-0471646563
      ISBN-10 0471646563
      Also in:
      Finance and accounting

      Description

      Book Synopsis
      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.

      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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