By Philip Kotler
Advertising guru Philip Kotler exhibits marketers how you can industry their businesses to investorsHow can companies do a greater activity of attracting capital? the reply: ''Marketing!'' advertising professional Philip Kotler groups up with a well known advisor and an INSEAD professor for this sensible, marketing-based method of elevating capital from traders. according to the idea that marketers and company proprietors usually do not comprehend what traders wish and the way they make their judgements, Attracting traders deals a bigger view of the standards concerned, and publications either startup and veteran enterprises in successfully elevating capital.Philip Kotler (Glencoe, IL) is the S.C. Johnson & Son exotic Professor of overseas advertising at Northwestern University's Kellogg college of administration, and the writer of 35 books. Hermawan Katajaya (Jakarta, Indonesia) runs MarkPlus, the most important advertising 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 an eye on at INSEAD in Fountainebleu, France.
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Extra info for Attracting Investors: A Marketing Approach to Finding Funds for Your Business
The dominant source of finance for publicly traded firms, and often for private businesses, too, is internal financing in the form of reinvested profits. A review of the Compustat database, which provides detailed financial information on thousands of companies, shows that internal financing over the past 30 years has accounted for between 60 and 80 percent of total financing for medium-sized and large firms. Firms of all sizes, public as well as private, typically prefer internal financing because internally generated cash flows can be used to finance growth without the issuance costs or loss of managerial flexibility that can come with external financing.
Firms of all sizes, public as well as private, typically prefer internal financing because internally generated cash flows can be used to finance growth without the issuance costs or loss of managerial flexibility that can come with external financing. When firms are unable to finance all desired investments from their internal sources, they resort to external funds. Debt finance tends to be preferred to equity, accounting for between 15 percent and 25 percent of total financing. New issues of equity make up the rest, only rarely exceeding 10 percent of the total.
Many finance professionals believe that by expanding that base, a company can reduce its cost of capital. ” The question is motivated by the observation that the company generates more than sufficient cash flows from its business to finance any capital investment opportunity. Even if 44 R A I S I N G C A P I TA L : A N O V E RV I E W O F Y O U R A LT E R N AT I V E S a company does not need to access additional external capital resources, and therefore does not require additional loans or equity capital, it should always be kept in mind that the company still has shareholders.
Attracting Investors: A Marketing Approach to Finding Funds for Your Business by Philip Kotler