Attracting Investors: A Marketing Approach to Finding Funds - download pdf or read online

By Philip Kotler

ISBN-10: 0471646563

ISBN-13: 9780471646563

Advertising and marketing guru Philip Kotler exhibits marketers the best way to marketplace their businesses to investorsHow can companies do a greater task of attracting capital? the reply: ''Marketing!'' advertising professional Philip Kotler groups up with a popular advisor and an INSEAD professor for this sensible, marketing-based method of elevating capital from traders. in keeping with the basis that marketers and company proprietors usually do not comprehend what traders wish and the way they make their judgements, Attracting traders deals a bigger view of the criteria concerned, and courses either startup and veteran corporations in successfully elevating capital.Philip Kotler (Glencoe, IL) is the S.C. Johnson & Son exclusive Professor of overseas advertising at Northwestern University's Kellogg institution of administration, and the writer of 35 books. Hermawan Katajaya (Jakarta, Indonesia) runs MarkPlus, the biggest advertising consulting company in Indonesia, and is coauthor with Kotler of a number of books, together with Repositioning Asia and Rethinking advertising. S. David younger (Fontainebleu, France) is a Professor of Accounting and keep watch over at INSEAD in Fountainebleu, France.

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Philip Kotler's Attracting Investors: A Marketing Approach to Finding Funds PDF

Advertising guru Philip Kotler indicates marketers easy methods to marketplace their businesses to investorsHow can companies do a greater activity of attracting capital? the reply: ''Marketing! '' advertising specialist Philip Kotler groups up with a well known advisor and an INSEAD professor for this sensible, marketing-based method of elevating capital from traders.

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Thus some form of equity funding is most appropriate, but the financing options are limited. The high risk of the venture limits its attractiveness to a relatively small group of investors. , mutual funds, insurance company portfolios, and pension funds) are prevented either by regulation or by their own bylaws from investing in such ventures. 21 INTRODUCTION The ideal equity investor for start-ups must understand the risks involved, including the very real possibility of total loss. Investors must also expect to receive their returns in the form of a capital gain when they exit from the investment; dividends are rarely a realistic option for such companies.

The high risk of the venture limits its attractiveness to a relatively small group of investors. , mutual funds, insurance company portfolios, and pension funds) are prevented either by regulation or by their own bylaws from investing in such ventures. 21 INTRODUCTION The ideal equity investor for start-ups must understand the risks involved, including the very real possibility of total loss. Investors must also expect to receive their returns in the form of a capital gain when they exit from the investment; dividends are rarely a realistic option for such companies.

Most investors in new ventures, and many entrepreneurs, have finite investment horizons. To realize the returns on their investments, a “liquidity event” must occur. Such liquidity events are the main ways investors in new ventures harvest, or realize, the returns on their 22 R A I S I N G C A P I TA L : A N O V E RV I E W O F Y O U R A LT E R N AT I V E S investments. Because of the importance of liquidity events, they generally are explicitly forecast. Such forecasts are not needed for more mature businesses that are already publicly traded.

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


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