- Hardcover: 288 pages
- Publisher: Wiley; 1 edition (August 18, 2014)
- Language: English
- ISBN-10: 9781118893814
- ISBN-13: 978-1118893814
- ASIN: 1118893816
- Product Dimensions: 5.6 x 0.9 x 9 inches
- Shipping Weight: 1.1 pounds (View shipping rates and policies)
- Average Customer Review: 10 customer reviews
- Amazon Best Sellers Rank: #2,245,705 in Books (See Top 100 in Books)
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Winning Global Markets: How Businesses Invest and Prosper in the World's High-Growth Cities Hardcover – August 18, 2014
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From the Inside Flap
Winning Global Markets: How Businesses Invest and Prosper inthe World’s High-Growth Cities is a resource for businessleaders and marketing managers who want to optimize theircompany’s value by picking the top global urban markets inwhich to invest. It is also a valuable reference for political andcivic leaders of global cities who must foster economic growth byattracting multinational corporation investment.
Throughout the book, leading international marketing expertsPhilip and Milton Kotler make a compelling case why the future ofmarketing must focus on top global cities and their metro regions.The large cities of the world have an 80 percent higher per-capitaGDP than their host nation economies. While emerging city marketsare experiencing accelerated growth, major cities in the UnitedStates and Europe are declining in population, and theirconsumption, trade, and investment is weakening. In the nearfuture, 600 global cities will account for 65 percent of the globalgross domestic product and 440 of these cities will be in thedeveloping world.
As this paradigm continues to shift away from the West andtoward Asia, South America, Africa, and the Middle East, the vastmajority of consumer and middle-income households will be indeveloping regions. Savvy multinational companies will focus theirattention on growing city regions in emerging markets.
Winning Global Markets offers the strategies leaders needto adapt and invest wisely, especially in the burgeoning cities ofChina, Brazil, India, and other rapidly growing markets.
From the Back Cover
Harness the economic power of global cities
“We are lucky and thankful to have the Kotlerbrothers’ brilliant insights about the 600 ‘worldcities’ generating most of the global economy. The bookprovides Chinese enterprises a new and creative way to audit anddevelop their international marketing strategies.”
—Mr. Zhang Ruimin, CEO, Haier Group, Qingdao,China
“An important contribution for policy makers andcorporations as the world reorients itself towards a new pattern ofgeographical concentration.”
—Nirmalya Kumar, Member-Group Executive Council, TataSons & Professor of Marketing at London Business School
“Our company’s future is tied to the great urbanmarket centers all over the world. The Kotlers point the way intheir important new book.”
—Adi Godrej, Chairman, Godrej Group
“A blueprint for any city or municipal leader to generateeconomic growth with the right combination of tools in theirtoolbox.”
—Nancy Berry, Mayor of College Station, Texas. Home ofTexas A&M University
“Philip and Milton Kotler are on a crusade to tacklemarketing challenges and they hold sole authority on it. If youlike to expand your influence Winning Global Markets is astep in the right direction.”
—A.J.M. Muzammil, Mayor of Colombo, Sri Lanka
“With a refreshing data-based, analytical perspective, theKotlers show how a global firm should appraise in which cities togain a presence—a critical decision in the new worldscene.”
—David Aaker, Vice-Chairman of Prophet, Author ofAaker on Branding
“Many cities in Africa, U.S., Latin America and elsewhereare coming to us with investment opportunities. The KotlerBrothers’ Winning Global Markets gives us the firstsystematic method for selecting the best new city markets to enterfor our commercial and infrastructure enterprises.”
—Wu Guang Quan, CEO, AVIC International Holdings,Beijing, China
“This brilliant book of the Kotler Brothers providesChinese cities with a new perspective on how to merge into theglobal innovation of industries.”
—Mayor Tang Lianzhi, Wuhan city, China
“This book does an excellent job helping companiesunderstand and evaluate different global cities and where theyshould locate.”
—SY Lau, Senior Executive Vice President of TencentHolding Company, Shenzhen, China
“Every major global company must plant its roots in thetop 600 cities that generate most of global GDP.”
—Dr. Chen Bin, CEO, Continental Hope Group, Chengdu,China
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This book is full of data, converted into information, and analysed for use in decision making . Each Chapter has a summary and
Questions for discussion- features that make this a " pharmacopoeia" for managers in international business as well as administrators of cities. The mass of data is an eye opener even for those like me who have beeen in the field of marketing for 50 years .
The book has only 8 chapters- but it is a near complete prescription which even forsees side effects, and how to prevent them .
It deals with how MNCs target global city markets; how cities compete to attract MNCs; how a nation can help city economies; the responsibilities of companies and cities; and finally how marketers can manage the city centred global economy.
The book is very current , and includes happenings in the world right up to 2013, even with complexities of doing business in India ( eg Walmart)There is, of course, additional emphasis on China- which is understandable considering the focus of Milton s work .Perhaps, some repettion of points could have been avoided.
This is a must read for managers both in MNCs and in Management of Cities, in both developed and developing countries .
A must-read book for businessmen, national and urban officials, and analysts who have long focused on the wrong paradigm.