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Attracting Investors
Book

Attracting Investors

A Marketing Approach to Finding Funds for Your Business

Philip Kotler, Hermawan Kartajaya and S. David Young
Wiley, 2004

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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

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 a lot of 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. getAbstract.com recommends this book despite wanting more information on methodology, believing that even an incomplete marketing approach to financing is better than chaos in the huddle.

Take-Aways

  • With globalized financial markets, you effectively compete against every other company in the world when you seek financing.
  • Given this, you must devise a strategy for approaching the capital markets.
  • Marketing concepts such as positioning your investment opportunity in the market and differentiating your offering make the difference between failure and success.

About the Authors

Philip Kotler has written 35 books, including Marketing Management. He is a professor of international marketing at Northwestern University’s Kellogg School of Management. Hermawan Kartajaya, co-author of Repositioning Asia and Rethinking Marketing, is the founder and president of a strategy consulting firm in Southeast Asia. He is a former president of the World Marketing Association. S. David Young is professor of accounting and control at INSEAD international business school. He is the co-author of Profits You Can Trust.

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