By Philip Kotler
Advertising guru Philip Kotler exhibits marketers find out how 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 consultant and an INSEAD professor for this functional, marketing-based method of elevating capital from traders. in line with the idea that marketers and enterprise vendors frequently do not comprehend what traders wish and the way they make their judgements, Attracting traders deals a bigger view of the standards concerned, and publications either startup and veteran corporations in successfully elevating capital.Philip Kotler (Glencoe, IL) is the S.C. Johnson & Son exotic Professor of overseas advertising at Northwestern University's Kellogg tuition of administration, and the writer of 35 books. Hermawan Katajaya (Jakarta, Indonesia) runs MarkPlus, the most important 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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Extra info for Attracting Investors: A Marketing Approach to Finding Funds for Your Business
Conflicts among these shareholder groups may be the result. 7 39 INTRODUCTION There are also legal and disclosure issues to ponder when going public. When companies are publicly traded, reams of financial data must be released on a regular basis to the general public. A company that runs afoul of securities regulations can become the target for lawsuits from agencies such as the Securities and Exchange Commission and from shareholders. Extensive public disclosure requirements may also force companies to reveal information about their operations that they would rather keep secret for competitive reasons.
As the convertible bond example suggests, they serve the interests of both investors and the corporate users of capital. For investors, alternatives make capital markets more “complete,” which is a term used by financial economists to mean that risk-return opportunities are broadened. Simply put, investment vehicles catch on because they make it possible for investors to earn higher returns on their portfolios without increasing risk, or to reduce risk without sacrificing returns. As for businesses, a broad array of financing alternatives allows for choices that are well suited to their particular characteristics and needs.
Those with the most capital to invest) are professional investors who not only accept and understand the high risk involved in any specific investment, but can also mitigate that risk by developing a portfolio of similarly high-risk projects. The idea is that the failure of some investments is more than offset by the great success of others. Raising capital is very different, of course, in large, established companies, especially those with publicly traded equity. , noncollateralized) debt. Also, investors in public companies realize returns in the form of dividends and from capital gains that arise when shares of stock are sold to other investors.
Attracting Investors: A Marketing Approach to Finding Funds for Your Business by Philip Kotler