Attracting Investors: A Marketing Approach for Companies Seeking Funding

Author: Philip Kotler (USA)
Publisher:
Publish Date: 2005-09-01
Features: This book explains different sources of funding and how investors decide to support borrowers among numerous lenders. Once you understand how different types of investors think, you can identify the right investors for your business and secure financial support. Every entrepreneur ultimately competes for capital, so it is essential to present facts and persuasive arguments to promote yourself. Part of this book briefly introduces the capital market, the second part describes how the capital market operates, and the third part analyzes how to use marketing concepts and tools to attract the funding your business needs. This book is a marketing masterpiece co-authored by "the father of modern marketing" Professor Kotler and scholars Hermawan Kartajaya and David Yang. It revolves around the supply-demand relationship between capital seekers and capital providers, offering a unique marketing perspective to reframe common issues in modern investment and financial markets. The rich insights contained in this book can revitalize your marketing strategy and ultimately enable you to navigate the capital market with ease, gaining a competitive advantage.