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

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Philip Kotler (Kellogg School of Management, Northwestern University, Evanston, IL) Milton Kotler (Kotler Marketing Group (KMG) USA)

Winning Global Markets

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

Philip Kotler (Kellogg School of Management, Northwestern University, Evanston, IL), Milton Kotler (Kotler Marketing Group (KMG) USA)

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English

Wiley
08 August 2014

Economics & Business; Sales & marketing

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.

By: Philip Kotler (Kellogg School of Management Northwestern University Evanston IL), Milton Kotler (Kotler Marketing Group (KMG) USA)
Imprint: Wiley
Country of Publication: United States
Dimensions: Height: 229mm, Width: 142mm, Spine: 23mm
Weight: 567g
ISBN: 9781118893814
ISBN 10: 1118893816
Pages: 240
Publication Date: 08 August 2014
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Preface xiii Acknowledgments xix 1 The Economic Power of Global Cities 1 2 How City Metropolitan Regions Compete in the Global Economy 33 3 The Real Generators of Wealth: Global Multinational Company Investment 57 4 How Multinational Companies Target Global City Markets for Expansion 75 5 How Cities Compete to Attract Midsize and Large Multinational Companies 109 6 How a Nation Can Help Its City Economies 155 7 The Responsibilities of Companies and Cities 179 8 How Marketers Manage the City-Centered Global Economy 191 Notes 203 Additional References 235 Index 247