Attracting Investors: A Marketing Approach to Finding Funds for Your Business

by Philip Kotler, Hermawan Kartajaya, S. David Young

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...

• Format: Hardcover
• Language: English
• ISBN: 0471646563
• ISBN13: 9780471646563
• Release Date: August 2004
• Publisher: Wiley
• Length: 256 Pages
• Weight: 1.02 lbs.
• Dimensions: 0.9" x 6.4" x 9.3"

Customer Reviews

How to get to the money

This book is a little like a football play that looks great on the blackboard in the locker room but doesn't quite deliver once the players take the field. The concept is excellent: adapting marketing theory and techniques to the business of acquiring investment capital for your firm. Unfortunately, authors Philip Kotler, Hermawan Kartajaya and S. David Young spend too much time reviewing basics, such as potential sources of capital, and not enough on the marketing techniques themselves - which they don't begin discussing until about two-thirds of the way into the book. This shortcoming (and the lack of case histories) is balanced, however, by the authors' keen, market-oriented analysis of the characteristics that appeal most strongly to the various types of investors. This book outlines a smart, methodical approach to finding investors. We recommend this book despite its problems, believing that even an incomplete marketing approach to financing is better than chaos in the huddle.