Attracting Investors: A Marketing Approach to Finding Funds for Your Business
Philip Kotler,Hermawan Kartajaya,S. David Young | 2004-08-13 00:00:00 | Wiley | 256 | Finance
Make a compelling case to banks and potential investors!
If you are an entrepreneur looking for your first investors, or a business owner or CFO seeking a new source of capital, you need to market your company to investors. Here, renowned marketing expert and bestselling author Philip Kotler, along with marketing consultant Hermawan Kartajaya and INSEAD professor S. David Young, offers essential guidance for capital seekers who understand that capital raising has largely moved from a finance function to a marketing function. Accurately identifying your target investor and effectively highlighting the strengths of your business are now critical to securing the support your business needs. From early-stage financing to borrowing money to issuing stock, Attracting Investors 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 as established firms looking for new funding sources. The capital game has changed, and Attracting Investors is your guide to the new rules.
Reviews
This book is a mix between a light marketing text patched with dated web articles. It might do some good to people thinking about entrepreneurship; it will not be useful to people looking for funding.
I ordered the book ($30 !!) in August 2009 and hoped to find strategies and tactics on how to approach European vs East Coast vs West Coast VC. Instead I've found about the history of VC and about FFF sources of money. Cover to cover: less than 15 minutes. I felt the authors took $30 from my wallet.
Kotler's name on the cover is the main marketing piece of this book.
Buy "Raising Venture Capital for the Serious Entrepreneur" instead.
Reviews
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.
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