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

Book Description

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 is city-centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms.

By 2025, the vast majority of consuming and middle-income households will be in developing regions. While New York, Los Angeles, and Chicago will remain major players because of high per-capita GDP and capital and intellectual assets, companies will pay more attention to growing city regions in the developing world. Multinational businesses must change the culture of their headquarters, divisions and branches, as well as their value chain stakeholders to take advantage of these market changes. The book details the strategies for sustainable growth with topics like:

  • Resource allocation in developed versus developing city markets

  • Shifting the focus to city regions instead of central governments

  • The rise of new multinational corporations from developing economies

  • Declining consumer and business growth in developed cities

  • Cities in China, Brazil, India, and throughout the Middle East and Latin America are rising to become major players in the global marketplace. Philip and Milton Kotler argue that an inversion is taking place, and top cities are growing economically faster than their national rate of growth. These emerging city markets are critical to company growth, and City-Centered Marketing: Why Local is the Future of Global Business provides the vital information and guidelines that companies need to plan accordingly.

    Table of Contents

    1. Praise for <i xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" xmlns:m="http://www.w3.org/1998/Math/MathML" xmlns:svg="http://www.w3.org/2000/svg" xmlns:ibooks="http://vocabulary.itunes.apple.com/rdf/ibooks/vocabulary-extensions-1.0">Winning Global Markets</i>
    2. Title Page
    3. Copyright
    4. Dedication
    5. Preface
    6. Acknowledgments
      1. Philip Kotler
      2. Milton Kotler
    7. Chapter 1: The Economic Power of Global Cities
      1. Urbanization
      2. The Economy of Cities
      3. Business Strategy in City Economies
      4. Business Strategies for Developing-City Markets
      5. Corporate Culture
      6. Segmentation
      7. Targeting
      8. Conclusions
      9. Questions for Discussion
      10. Notes
    8. Chapter 2: How City Metropolitan Regions Compete in the Global Economy
      1. Scale
      2. Demographics
      3. Logistics
      4. Incentives
      5. Industry Clusters
      6. Supply Chains
      7. Central Government Policy
      8. Social Stability
      9. Political and Civic Leadership
      10. Institutional Strength
      11. Commercial Strength
      12. Conclusions
      13. Questions for Discussion
      14. Notes
    9. Chapter 3: The Real Generators of Wealth: Global Multinational Company Investment
      1. The Growth of MNCs
      2. The Size and Power of Today's MNCs
      3. Cities Need to Watch MNCs Growth Plans
      4. Conclusions
      5. Questions for Discussion
      6. Notes
    10. Chapter 4: How Multinational Companies Target Global City Markets for Expansion
      1. How MNCs Make Their Choices
      2. Steps in the City Location Process
      3. The Four Steps in the Company Location Decision Process
      4. The Influence of City-Rating Information
      5. How Reliable Are City Rankings and Ratings?
      6. Conclusions
      7. Questions for Discussion
      8. Notes
    11. Chapter 5: How Cities Compete to Attract Midsize and Large Multinational Companies
      1. What Can a City Do to Improve Its Attractiveness?
      2. Who Are the Major Actors in Marketing the City?
      3. Which Target Markets Does the City Need to Attract?
      4. How Do City Marketers Go About Marketing Their Community?
      5. Conclusions
      6. Questions for Discussion
      7. Notes
    12. Chapter 6: How a Nation Can Help Its City Economies
      1. What Functions Should the Nation Be Expected to Perform?
      2. In What Ways Can the Government Help Weaker Cities Get on Their Feet?
      3. In What Ways Can the Government Assist Stronger Cities to Climb Even Higher?
      4. Conclusions
      5. Questions for Discussion
      6. Notes
    13. Chapter 7: The Responsibilities of Companies and Cities
      1. The Role and Impact of MNCs in an Urban Area
      2. What Damages Can a Company Inflict on a Local Economy?
      3. What Improvements Can a Company Contribute to a Local Economy?
      4. How Can a Metro Area Be Sure That a Prospective Company Will Contribute More Good Than Bad to the Local Economy?
      5. Conclusions
      6. Questions for Discussion
      7. Notes
    14. Chapter 8: How Marketers Manage the City-Centered Global Economy
      1. Company Opportunity in Global Cities
      2. Company Profiling of Opportunity Cities
      3. Company Reaching Out to Opportunity Cities
      4. Actions by the City
      5. The Negotiation Process
      6. Conclusions
      7. Questions for Discussion
      8. Notes
    15. Additional References
    16. Index
    17. End User License Agreement