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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 in the World’s High-Growth Cities is a resource for business leaders and marketing managers who want to optimize their company’s value by picking the top global urban markets in which to invest. It is also a valuable reference for political and civic leaders of global cities who must foster economic growth by attracting multinational corporation investment.
Throughout the book, leading international marketing experts Philip and Milton Kotler make a compelling case why the future of marketing must focus on top global cities and their metro regions. The large cities of the world have an 80 percent higher per-capita GDP than their host nation economies. While emerging city markets are experiencing accelerated growth, major cities in the United States and Europe are declining in population, and their consumption, trade, and investment is weakening. In the near future, 600 global cities will account for 65 percent of the global gross domestic product and 440 of these cities will be in the developing world.
As this paradigm continues to shift away from the West and toward Asia, South America, Africa, and the Middle East, the vast majority of consumer and middle-income households will be in developing regions. Savvy multinational companies will focus their attention on growing city regions in emerging markets.
Winning Global Markets offers the strategies leaders need to adapt and invest wisely, especially in the burgeoning cities of China, 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 Kotler brothers’ brilliant insights about the 600 ‘world cities’ generating most of the global economy. The book provides Chinese enterprises a new and creative way to audit and develop their international marketing strategies.”
—Mr. Zhang Ruimin, CEO, Haier Group, Qingdao, China
“An important contribution for policy makers and corporations as the world reorients itself towards a new pattern of geographical concentration.”
—Nirmalya Kumar, Member-Group Executive Council, Tata Sons & Professor of Marketing at London Business School
“Our company’s future is tied to the great urban market centers all over the world. The Kotlers point the way in their important new book.”
—Adi Godrej, Chairman, Godrej Group
“A blueprint for any city or municipal leader to generate economic growth with the right combination of tools in their toolbox.”
—Nancy Berry, Mayor of College Station, Texas. Home of Texas A&M University
“Philip and Milton Kotler are on a crusade to tackle marketing challenges and they hold sole authority on it. If you like to expand your influence Winning Global Markets is a step in the right direction.”
—A.J.M. Muzammil, Mayor of Colombo, Sri Lanka
“With a refreshing data-based, analytical perspective, the Kotlers show how a global firm should appraise in which cities to gain a presence—a critical decision in the new world scene.”
—David Aaker, Vice-Chairman of Prophet, Author of Aaker on Branding
“Many cities in Africa, U.S., Latin America and elsewhere are coming to us with investment opportunities. The Kotler Brothers’ Winning Global Markets gives us the first systematic method for selecting the best new city markets to enter for our commercial and infrastructure enterprises.”
—Wu Guang Quan, CEO, AVIC International Holdings, Beijing, China
“This brilliant book of the Kotler Brothers provides Chinese cities with a new perspective on how to merge into the global innovation of industries.”
—Mayor Tang Lianzhi, Wuhan city, China
“This book does an excellent job helping companies understand and evaluate different global cities and where they should locate.”
—SY Lau, Senior Executive Vice President of Tencent Holding Company, Shenzhen, China
“Every major global company must plant its roots in the top 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.
I hope this book will be widely read and discussed here in the US