Summary of Attracting Investors

A Marketing Approach to Finding Funds for Your Business

Wiley, more...

Buy the book

Attracting Investors book summary
Learn to market your company to investors just as you market your product to consumers.

Rating

8 Overall

8 Applicability

8 Innovation

7 Style

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.

In this summary, you will learn

  • How to fund entrepreneurial ventures
  • How to appeal to "angels" and venture capitalists
  • Which marketing concepts will help you find investors
 

Summary

Jumping through Hoops
Consider the hoops entrepreneurs jump through to capitalize their companies: borrowing from friends and family, maxing out credit cards, selling personal assets including real estate and automobiles, and knocking on the door of every "angel investor" they can find...
Get the key points from this book in less than 10 minutes. Learn more about our products or log in

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.


Comment on this summary

More on this topic

By the same authors

Contained in Knowledge Pack:

Customers who read this summary also read

More by category