Winning Global Markets: How Businesses Invest and Prosper in the Worlds High–Growth Cities

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 companys 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 AM 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 presencea 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

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

PHILIP KOTLER is the S.C. Johnson Son Distinguished Professor of International Marketing at Northwestern Universitys Kellogg School of Management, and one of the worlds 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).