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Acknowledgments ix <p>Preface xiii</p> <p>CHAPTER 1 Strategic Factors in a New Environment 1<br /> <i>The Coming of Sarbanes-Oxley and the Brave New World</i></p> <p>CHAPTER 2 The New Investor—and What Influences the Investment Decision 9<br /> <i>This Ain't Your Father's House No More</i></p> <p>CHAPTER 3 Regulation 27<br /> <i>Rules Of Disclosure—The SEC and Sarbanes-Oxley</i></p> <p>CHAPTER 4 The Street 65<br /> <i>A Funny Thing Happened on the Way to Unbridled Wealth</i> . . .</p> <p>CHAPTER 5 Talking to the Financial Community and the Shareholder 89<br /> <i>Let Me Tell You About Our Company</i> . . .</p> <p>CHAPTER 6 Analysis and Analysts 123<br /> <i>What Do Analysts Really Want (Besides a Crystal Ball)?</i></p> <p>CHAPTER 7 Dealing with the Business and Financial Media 165<br /> <i>On and Off the Record to Get It Right</i></p> <p>CHAPTER 8 The Future of Investor Relations 205<br /> <i>If We Don't Know Where We're Going, How Do We Know How to Get There?</i></p> <p>Index 209</p> <p>About the Author 217</p>

<p><b>BRUCE W. MARCUS,</b> a pioneer in investor relations and a consultant serving some of the nation’s largest corporations, is a longtime Wiley author whose first of several bestselling books on investor relations, <i>Competing for Capital,</i> was published by Wiley in 1977. He is a widely published author of hundreds of articles and more than a dozen books on investor relations, ERISA, and marketing; a Connecticut-based consultant to some of the nation’s largest corporations and to many professional service firms; and the editor of the internationally read newsletter, the <i>Marcus Letter</i> (www.marcusletter.com). As a marketing expert, he has been at the forefront of instituting fundamental changes in the art of marketing professional services, and is responsible for creating innovative marketing programs for both large international and small accounting, law, and consulting firms. He is the coauthor, most recently, of <i>Client at the Core</i> (Wiley). His e-mail address is marcus@marcusletter.com.

<p><b>One of the most insightful guides to investor relations practices, now updated for the twenty-first century</b> <p>New laws and regulations, engendered by the scandals of the early part of the twenty-first century, are dramatically changing corporate governance, as well as the relationships between the corporate boards affected and their investors. Evolving and sophisticated technologies have opened innovative avenues of communications between investors and those who advise them. Financial institutions serving corporations and investors must now function with updated configurations and newly revised regulatory strictures that have helped to reorganize rules of the capital markets for the better. The demands that corporations and the financial community are faced with today call for a fresh look using the improved skills and transformed traditional investor relations techniques needed to better compete in today’s volatile and competitive capital markets. <p>In <i>Competing for Capital,</i> using a marketing-driven approach to investor relations in the twenty-first century, author Bruce Marcus addresses this new environment by providing readers with the information and insights they need to: <ul><li>Competitively project, to both investors and their advisors, the significant advantages of investing in a company in today’s economic environment</li> <li>Realistically function in the realm of this century’s laws and changing regulatory controls </li> <li>Effectively use updated techniques and trends in continuing to communicate effectively with investors and the financial community </li> <li>Understand the complicated new dynamics of today’s competitive capital markets </li> </ul> <p>Since <i>Competing for Capital</i> was first published in 1975, there is virtually no area of investor relations that hasn’t changed, and the competition for investment capital has become keener. Currently, competition for an investor’s dollar has become so acute, and the regulations so different, that it requires an entirely fresh view of long-standing investor relations practice. This book addresses the updates in recently passed laws and regulations, including Sarbanes-Oxley, and delineates the significant changes that have occurred over the past years within both corporations and the financial community in respect to investors and contemporary investor relations practices. <p>From new configurations of financial institutions and companies to the changing attitudes of, and toward, investors, <i>Competing for Capital</i> offers readers a contemporary view of the dynamic and vital world of investor relations, essential to better informing investors and to help corporations to better compete in the capital markets.

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