Winning Global Markets - by Philip Kotler & Milton Kotler (Hardcover)

About the Book

"A new marketing paradigm focuses on the concentrated economic power of 600 global cities.City-Centered Marketing: Targeting the World's Top Cities, As Nations Decline 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: Targeting the World's Top 600 Cities, As Nations Decline provides the vital information and guidelines that companies need to plan accordingly"--

Book Synopsis

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.

From the Back Cover

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.

About the Author

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management, and one of the world's leading authorities on markets and marketing. He is the author or coauthor of Market Your Way to Growth, Good Works!, Marketing 3.0, and other best-selling titles from Wiley.

MILTON KOTLER is Chairman of Kotler Marketing Group (KMG) USA, headquartered in Washington, D.C. and Kotler Marketing Group China, headquartered in Beijing, with offices in Shenzhen, Shanghai and Wuhan. KMG China is recognized as the #1 marketing strategy consultancy in China. He is author of A Clear-Sighted View of Chinese Business Strategy (2004, Remnin University Press) and coauthor with Philip Kotler of Market Your Way to Growth: 8 Ways to Win (2013, Wiley); and a frequent contributor to the China Business Press. He is a leading marketing strategist and urban and community development expert, noted for his classic 1969 book Neighborhood Government (Lexington, 2004).