Summary of Attracting Investors

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

Attracting Investors book summary
Start getting smarter:
or see our plans

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; and
  • Which marketing concepts will help you find investors.
 

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.

 

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...

More on this topic

By the same authors

The Value of Entrepreneurship, with Philip Kotler
The Value of Entrepreneurship, with Philip Kotler
8
Marketing 4.0
Marketing 4.0
8
Confronting Capitalism
Confronting Capitalism
6
Good Works!
Good Works!
8
Chaotics
Chaotics
8
Up and Out of Poverty
Up and Out of Poverty
7
Marketing 3.0
Marketing 3.0
8
B2B Brand Management
B2B Brand Management
7
Marketing in the Public Sector
Marketing in the Public Sector
7
Corporate Social Responsibility
Corporate Social Responsibility
9
Ten Deadly Marketing Sins
Ten Deadly Marketing Sins
6
Building Global Biobrands
Building Global Biobrands
6
Kotler on Marketing
Kotler on Marketing
8

Customers who read this summary also read

The Startup Checklist
The Startup Checklist
8
One Perfect Pitch
One Perfect Pitch
7
The New Urban Crisis
The New Urban Crisis
8
Why Women-Owned Startups Are a Better Bet
Why Women-Owned Startups Are a Better Bet
8
Play Bigger
Play Bigger
8
From Fund-Raising to Talent Pool
From Fund-Raising to Talent Pool
7

Related Channels

Comment on this summary