  We are facing a new generation of marketing challenges,  different from the past and with a still uncertain global economic  outlook. What we do know for certain, as born out in the data, is  that global city regions in the developing world will dominate  market economics and be a fundamental source of company growth and  prosperity. Developed city regions like New York, Paris, and Tokyo,  will still play a large role because of their high per capita GDP  and their still great store of capital and intellectual and  management assets. But the new global organization of business will  have to meld these diverging worlds. This book will address these  issues in detail and strategic insight.   In little more than 10 years, the epicenter of the consuming and  the marketing of all companies will have shifted from developed  countries and cities to developing city-regions. In 2025, only  three of the top 25 largest cities in the world will be in the U.S.   New York, Los Angeles and Chicago. If we turn to the 23  Megacities of 10 million and over population,  with the  highest number of middle income households, McKInsey estimates that  only 7 of these Megacities will be in developing countries. The  remaining 16 will be in developing regions  Shanghai,  Beijing and Chongqing in China; Mumbai, Delhi and Kolkata in India;  Mexico City, Sao Paulo, Buenos Aires and Rio de Janeiro in Latin  America; Karachi, Dhaka, Manilla, Moscow, Cairo and Istanbul.  Global marketing guru Philip Kotler and his brother Milton, a  veteran of Chinese and Asian market consulting, explain how  businesses have to change the culture of their headquarters and  stakeholders to understand two basic changes. First, dont  put too many resources in developed city markets. They are  declining in consumer and business growth; while developing city  markets are growing. Second, forget global regions and countries  and focus on city markets, both in the developing as well as the  developed regions. Western failure to accomplish this cultural  shift will accelerate the rise of new multi-national companies from  developing countries, serving global cities.

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

2014

Wiley

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