Description
Book SynopsisA new marketing paradigm focuses on the concentrated economic power of 600 global cities. City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world''s foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing is city-centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms.
By 2025, the vast majorit
Table of Contents
Preface xiii
Acknowledgments xix
1 The Economic Power of Global Cities 1
2 How City Metropolitan Regions Compete in the Global Economy 33
3 The Real Generators of Wealth: Global Multinational Company Investment 57
4 How Multinational Companies Target Global City Markets for Expansion 75
5 How Cities Compete to Attract Midsize and Large Multinational Companies 109
6 How a Nation Can Help Its City Economies 155
7 The Responsibilities of Companies and Cities 179
8 How Marketers Manage the City-Centered Global Economy 191
Notes 203
Additional References 235
Index 247
