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.Klappentext:
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
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