Привлечение инвесторов: маркетинговый подход к поиску источников финансирования: перевод с английского

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 what investors want and how they make their decisions, Attracting Investors offers a larger view of the factors involved, and guides both startup and veteran firms in effectively raising capital.
Philip Kotler (Glencoe, IL) is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, and the author of 35 books. Hermawan Katajaya (Jakarta, Indonesia) runs MarkPlus, the largest marketing consulting firm in Indonesia, and is coauthor with Kotler of several books, including Repositioning Asia and Rethinking Marketing. S. David Young (Fontainebleu, France) is a Professor of Accounting and Control at INSEAD in Fountainebleu, France.

"In Attracting Investors, marketing guru Philip Kotler teams up with Hermawan Kartajaya and S. David Young to offer a practical, marketing-based approach to raising capital. Packed with crucial insight for everyone from CEOs and entrepreneurs to finance students, the book shows readers how to apply the fundamental techniques of modern marketing to the vital task of raising capital. The authors demonstrate how companies can target prospective investors and how best to highlight the strengths of the business as an investment."--Jacket 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 asestablishedfirms looking for new funding sources Until recently, entrepreneurs or corporate managers who needed to raise capital had limited options.