Raising capital has grown from a finance function into, at least in part, a marketing function. It’s never been easier for investors to get in and out of investments, and this forces companies to compete more strategically with each other for limited investment capital. Companies that want to attract capital must now offer investors a compelling value proposition. In effect, they have to market their company to investors in much the same way toothpaste or any other product is marketed to consumers.
It is imperative that executives understand the fundamentals of marketing in order to raise capital. They need marketing strategy and tactics to convince investors that their business offers a superior risk-return profile compared to alternative investment opportunities.
Until now, little has been written about this sea change in capital investment. 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.
Genial Rody, Gracias.
ResponderEliminarAtt: Paul H.
Hola Paul, gracias por la versión mejorada del Ebook "El Camino Fácil y Rápido para Hablar Eficazmente".
ResponderEliminarUn saludo
Rody gracias por toda la info. y en mi caso espeialmente por el ebook de David Ogilvy.
ResponderEliminarExcelente Blog, uno de los mejores que he visitado.
Un saludo.
Julián de Argentina.
Hola Julián, muchas gracias por tus comentarios sobre el blog, y espero que sigas encontrando material que sea de tu interés.
ResponderEliminarUn saludo