Winning Global Markets E-Book

Philip Kotler

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch
• Veröffentlichungsjahr: 2014

Seitenzahl: 359

Beschreibung

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.

Leseprobe

Table of Contents

Praise for

Winning Global Markets

Title Page

Copyright

Dedication

Preface

Acknowledgments

Philip Kotler

Milton Kotler

Chapter 1: The Economic Power of Global Cities

Urbanization

The Economy of Cities

Business Strategy in City Economies

Business Strategies for Developing-City Markets

Corporate Culture

Segmentation

Targeting

Conclusions

Questions for Discussion

Notes

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

Notes

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

Notes

Chapter 4: How Multinational Companies Target Global City Markets for Expansion

How MNCs Make Their Choices

Steps in the City Location Process

The Four Steps in the Company Location Decision Process

The Influence of City-Rating Information

How Reliable Are City Rankings and Ratings?

Conclusions

Questions for Discussion

Notes

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?

Which Target Markets Does the City Need to Attract?

How Do City Marketers Go About Marketing Their Community?

Conclusions

Questions for Discussion

Notes

Chapter 6: How a Nation Can Help Its City Economies

What Functions Should the Nation Be Expected to Perform?

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

Notes

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

Notes

Chapter 8: How Marketers Manage the City-Centered Global Economy

Company Opportunity in Global Cities

Company Profiling of Opportunity Cities

Company Reaching Out to Opportunity Cities

Actions by the City

The Negotiation Process

Conclusions

Questions for Discussion

Notes

Additional References

Index

End User License Agreement

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Guide

Cover

Table of Contents

Preface

Begin Reading

List of Illustrations

Figure 4.1

Figure 4.2

Figure 4.3

Praise for Winning Global Markets

“We noticed that the world economy is more and more unscattered by Globalization, which is not flat essentially. This is just what has been put forward by the Kotler brothers and we are very lucky and thankful to have their brilliant insights of 600 world cities generating a high percentage of the world's wealth. It provides Chinese enterprises a new and creative way to audit and make their international marketing strategies.”

—Zhang RuiminCEO, Haier Group, Qingdao, China, the largest home appliance maker in the world

“An important contribution for policy makers and corporations as the world reorients itself towards a new pattern of geographical concentration in economic activity.”

—Nirmalya KumarMember, Group Executive Council, Tata Sons;Professor of Marketing at London Business School

“Our company is a global company. Our future is tied to the great urban market centers all over the world. Our problem is how to change the national culture of our company to a truly global culture. The Kotler brothers point the way in their important new book.”

—Adi GodrejChairman, Godrej Group

“Research in economic sciences is preoccupied with business firms and nations. The Kotler book explains why the focus should move to cities. This is further supported by the emerging logic of service as efficient value-in-use through resource integration and co-creation. Cities are the most concentrated and complex networks of service systems created by Man, integrating contributions from businesses, governments and the commons. Business school research and education should take a leading role in this development.”

—Evert GummessonEmeritus Professor of Service Management and Marketing,Stockholm Business School (SBS), University of Stockholm, Sweden

“A blueprint for any city or municipal leader to generate economic growth with the right combination of tools in their toolbox.”

—Nancy BerryMayor 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. Investing in growing nations can be challenging, and if you like to expand your influence, Winning Global Markets is a step in the right direction.”

—A.J.M. MuzammilMayor of Colombo, Sri Lanka

“A fascinating perspective on why companies must organize their business around global cities instead of organizing around countries and regions. Each chapter generated a new ‘a ha’ moment for me and made me think differently.”

—Dr. Jagdish N. ShethCharles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University

“With a refreshing data-based, analytical perspectives, the Kotlers show how a global firm should appraise what cities to gain a presence, a critical decision in the ever changing world scene.”

—David AakerVice-Chairman of Prophet;Author of Aaker on Branding

“AVIC International Holdings is expanding our commercial businesses globally. Many cities in Africa, U.S., Latin America, and elsewhere are coming to us with investment opportunities. The Kotler brothers' new book, Winning Global Markets, gives us the first systematic method for selecting the best new city markets to enter for our real estate, hotels, airports, department stores and other enterprises.”

—Wu Guang QuanCEO, AVIC International Holdings, Beijing, China

“This brilliant book of the Kotler brothers provides Chinese cities with a new perspective to merge into the global innovation of industries, and more important, inspires Wuhan city to become an international city.”

—Mayor Tang LianzhiWuhan city, the commercial center of central China, with 10 million city population

“This is an essential book to read for any C-level executives of multi-national corporations wanting to grow and expand in the first third of the twenty-first century. The Kotlers correctly point to the ever more urban global economy and the rapid growth of cities in developing countries as two key trends global CEOs must adapt to in order to lead and thrive in this new century.”

—David HouleFuturist;Author of Entering the Shift Age

“The Kotlers have provided a wonderful guide for both major cities (who will be the largest consumers of products and services) and major organizations (who will be the largest providers of products and services) in tomorrow's changing world.”

—Marshall GoldsmithNew York Times best-selling author of MOJO and What Got You Here Won't Get You There

“The increasingly volatile global macro-economic factors and the rapidly changing demographics and environmental aspects constantly challenge businesses, countries, and cities to review and refocus growth strategies and optimize resources. As corporate and city leaders and managers seek winning solutions in the face of such dynamic demands, they will be forced to venture into unfamiliar territory and take less trodden paths as never before. This book provides many facts, insights and thought provoking ideas that will test and transform conventional thinking and lead to the development and implementation of innovative solutions for the challenges that lie ahead. I believe this book will be a much sought-after handbook for company strategists and city marketers as they guide their entities to greater prosperity.”

—Amal CabraalFormer Chairman/CEO, Unilever Sri Lanka;Director, John Keells Holdings;Hatton National Bank;Ceylon Beverage Holdings;Lion Brewery Ceylon

“Cities are the window into developing economies and the best door to take for entering these burgeoning markets. Philip and Milton Kotler give marketers and strategists a clear look through this window along with compelling advice on how to choose where and how to capitalize on the opportunities in cities.”

—George DayProfessor, Wharton School, University of Pennsylvania;Author of Strategy from Outside In: Profiting from Customer Value

“Global companies must decide carefully in which global cities to plant their resources and future. This book does an excellent job helping companies understand and evaluate different global cities and where they should be.”

—Harsh MariwalaChairman, Marico Ltd., India

“Having managed different business growth strategies in China for twenty years, I know how crucial it is to understand the economics of cities. Companies must carefully choose the urban regions in which to plant their resources, marketing focus, and future. Yet understanding how your choice of cities drives growth is a topic that business schools have not yet grasped. This book does an excellent job helping companies understand and evaluate different global cities and where they should be.”

—SY LauSenior Executive Vice President of Tencent Holding Company, Shenzhen, China

“I am impressed with the fact that 600 city regions contribute 67 percent of global GDP. Every major global company must plant its roots in these cities.”

—Dr. Chen BinCEO, Continental Hope Group, Chengdu, China

“Winning Global Markets is extremely relevant and timely as the majority of the world's population now lives in urban areas. Big cities shape the way we live and connect, and this book shows how marketers can take an active part in this transformation. This is particularly significant for Japan, where consumer behavior is defined by a highly urbanized population in some of the world's largest cities. By describing the role of big cities, Philip and Milton Kotler help us identify synergies between the public and private sectors, to invest in the future and create long-term value for business and society at the same time.”

—Kozo TakaokaPresident and CEO, Nestle, Japan

“This book is a must-read for entrepreneurs and mayors. The Kotler brothers helped us a lot on our aviation park; I believe their new book will bring great value to the market.”

—Jin Qian ShengDirector, China (Yanliang) Aviation Industry Base

Winning Global Markets

How Businesses Invest and Prosper in the World's High-Growth Cities

Philip and Milton Kotler

Cover image: © iStockphoto/natashin

Cover design: Wiley

Copyright © 2014 by Philip Kotler and Milton Kotler. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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ISBN: 978-1-118-89381-4 (cloth)

ISBN: 978-1-118-89379-1 (ebk)

ISBN: 978-1-118-89383-8 (ebk)

Milton Kotler:

I dedicate my contribution to this book to all of my colleagues at Kotler Management, with offices in Beijing, Shenzhen, Shanghai and Wuhan. Without their devotion to the mission of our company to enhance the marketing skill of Chinese companies and local government authorities, neither our company nor this book would be possible.

Philip Kotler:

I dedicate this book to my nine grandchildren, who will live and thrive in the new world economy of multinationals and megacities: Jordan, Jamie, Ellie, Abby, Olivia, Sam, Shaina, Sapphire, and Dante.

Preface

This is a book that centers on cities and companies. Cities need to grow and prosper. Companies also need to grow and prosper. It turns out that the fortunes of the two entities—cities and companies—are intimately interconnected.

How? A city needs to develop not only an attractive social life but also a strong economic life and future. Much has been written about the social life of cities, but much less has been written about their economic life. A city's economic life depends on its ability to attract and nurture small businesses, medium-size businesses, and large domestic corporations and multinational companies (MNCs). This book focuses on the attraction of MNCs. These businesses carry out research, investment, production, distribution, and sales that drive the city's economy. Cities have gross domestic products (GDPs), just as nations do. We can measure how much GDP a particular city generates. The GDP provides a picture of jobs and household, business, per capita, and median income—all good measures of a city's “economic” condition.