Winning Global Markets : How Businesses Invest and Prosper in the World''s High-Growth Cities

Format:

Book

Author/Creator:

Kotler, Philip.

Contributor:

Kotler, Milton.

Language:

English

Subjects (All):

Business.

Success in business--Case studies.

Success.

Local Subjects:

Business.

Success in business--Case studies.

Success.

Physical Description:

1 online resource (289 p.)

Place of Publication:

Hoboken : Wiley, 2014.

Summary:

A new marketing paradigm focuses on the concentrated economic power of 600 global cities. City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world''s foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing i

Contents:

Cover; Title Page; Copyright; Contents; Preface; Acknowledgments; Chapter 1 The Economic Power of Global Cities; Urbanization; The Economy of Cities; Business Strategy in City Economies; Markets; Jobs; Transplants; Technology; Capital; Business Strategies for Developing-City Markets; Corporate Culture; Segmentation; Targeting; Conclusions; Questions for Discussion; Chapter 2 How City Metropolitan Regions Compete in the Global Economy; Scale; Demographics; Logistics; Incentives; Industry Clusters; Supply Chains; Central Government Policy; Social Stability; Political and Civic Leadership

Institutional Strength Commercial Strength; Conclusions; Questions for Discussion; Chapter 3 The Real Generators of Wealth: Global Multinational Company Investment; The Growth of MNCs; The Size and Power of Today's MNCs; Cities Need to Watch MNCs Growth Plans; Conclusions; Questions for Discussion; Chapter 4 How Multinational Companies Target Global City Markets for Expansion; How MNCs Make Their Choices; Hard Attraction Factors; Soft Attraction Factors; Steps in the City Location Process; The Geographical Dimension; The Administrative Dimension

The Four Steps in the Company Location Decision Process Information Search; Evaluation of Alternatives; Purchase Decision; Post purchase Behavior; Post investment Satisfaction; Post investment Actions; The Influence of City-Rating Information; How Reliable Are City Rankings and Ratings?; Conclusions; Questions for Discussion; Chapter 5 How Cities Compete to Attract Midsize and Large Multinational Companies; What Can a City Do to Improve Its Attractiveness?; Who Are the Major Actors in Marketing the City?; Local Actors: Public-Sector Actors; Local Actors: Private-Sector Actors; Regional Actors

National Actors International Actors; Public-Sector Actors; Private-Sector Actors; Which Target Markets Does the City Need to Attract?; Attracting Business and Industry; Attracting Residents and Employees; How Do City Marketers Go About Marketing Their Community?; Conclusions; Questions for Discussion; Chapter 6 How a Nation Can Help Its City Economies; What Functions Should the Nation Be Expected to Perform?; Defense Roles; Education Roles; Public Safety and Health Roles; Emergency Roles; National Directive Roles; In What Ways Can the Government Help Weaker Cities Get on Their Feet?

In What Ways Can the Government Assist Stronger Cities to Climb Even Higher?Conclusions; Questions for Discussion; Chapter 7 The Responsibilities of Companies and Cities; The Role and Impact of MNCs in an Urban Area; What Damages Can a Company Inflict on a Local Economy?; What Improvements Can a Company Contribute to a Local Economy?; How Can a Metro Area Be Sure That a Prospective Company Will Contribute More Good Than Bad to the Local Economy?; Conclusions; Questions for Discussion; Chapter 8 How Marketers Manage the City-Centered Global Economy; Company Opportunity in Global Cities

Company Profiling of Opportunity Cities

Notes:

Description based upon print version of record.

ISBN:

9781118893791

1118893794