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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.
- Sales Rank: #1803965 in Books
- Published on: 2014-08-18
- Original language: English
- Number of items: 1
- Dimensions: 9.35" h x 1.05" w x 6.50" l, .0 pounds
- Binding: Hardcover
- 288 pages
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
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).
Most helpful customer reviews
1 of 1 people found the following review helpful.
A convincing, down-to-earth guide to how to do business in a world best defined by cities, not countries.
By Michael Ledeen
One of the best business books in years, a serious, super-informed, well-written attempt to provide a new paradigm for global business leaders and top urban officials. The Kotlers argue persuasively that it's a mistake to look at business opportunities country by country, because the real issue is cities. They provide all the numbers. So when corporate officers contemplate expanding into foreign markets, whether to sell or manufacture product, they must narrow their focus. In like manner, city managers must approach potential investors with their unique story, work with the corporations to create and/or improve the urban culture--especially in the areas of education, anti-corruption and elimination of poverty--and mutually design a win-win strategy.
A must-read book for businessmen, national and urban officials, and analysts who have long focused on the wrong paradigm.
1 of 1 people found the following review helpful.
The observations and conclusions of Milton and Philip Kotler if heeded, can help improve American prosperity
By Paul Dragoumis
The theses, observations and conclusions of Milton and Philip Kotler - all backed with detailed data and statistics- are, in my view, so significant to the future of a variety of businesses and urban centers that I ordered 6 additional copies. Instead of rehearsing the Kotler’s key points here, I will underscore my view of the value of this book by sending these to a senior emerging markets trader, a global network news journalist; a CEO of a midsize US corporation and director of several major corporations and a national marketing director..
I hope this book will be widely read and discussed here in the US
1 of 1 people found the following review helpful.
A Great Tool For Assessing Future Growth Regions
By John Boffa
"Winning Global Markets: How Businesses Invest and Prosper in the World's High-Growth Cities" is of great value for a business owner trying to determine the most prosperous markets in which to locate, or for an individual looking for the metropolitan areas likely to have the most employment opportunities in the future. What I enjoyed most about the book was the insightful questions it provided the reader, to help the reader evaluate where growth will occur in future years. The book will educate you, and it will also help you make your own assessments. It is a very valuable tool for future planning.
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