By Philip Kotler
Advertising and marketing guru Philip Kotler indicates marketers the best way to industry their businesses to investorsHow can companies do a greater activity of attracting capital? the reply: ''Marketing!'' advertising specialist Philip Kotler groups up with a well known advisor and an INSEAD professor for this functional, marketing-based method of elevating capital from traders. according to the basis 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 criteria concerned, and courses either startup and veteran companies in successfully elevating capital.Philip Kotler (Glencoe, IL) is the S.C. Johnson & Son unusual Professor of foreign advertising and marketing at Northwestern University's Kellogg college of administration, and the writer of 35 books. Hermawan Katajaya (Jakarta, Indonesia) runs MarkPlus, the biggest advertising and marketing consulting company in Indonesia, and is coauthor with Kotler of numerous 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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Additional resources for Attracting Investors: A Marketing Approach to Finding Funds for Your Business
For example, corporate control issues arise. As companies get bigger, and the owners gradually sell off some of their shares, control might pass to other shareholders. 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.
Creditors, including suppliers and even employees, expect that they will be paid what is owed to them. But when a venture gets into financial trouble, creditors’ perspectives change. Secured creditors look more intently at the value of collateral as a source of repayment. Their concern is that if the entrepreneur is allowed to continue operating the business, the collateral may depreciate. They may press for 51 INTRODUCTION liquidation of the collateral as a means of repayment. , those without collateral to back up their loans), who figure that they are not likely to see much cash if the company is forced to liquidate.
But if managers have no special expertise that would allow the firm to add value in these growth sectors, the diversification move will almost certainly destroy shareholder value. It is widely understood that when managers pursue such strategies, it is often more to advance their own agendas than to make their shareholders better off. That’s why the stock market’s reaction to such efforts is nearly always negative. An “industry roll-up” is a more attractive strategy. When companies are in decline, it’s often because their industry is in decline too, which means that other firms face a similar fate.