PART 1.
MARKETING STRATEGY
"The aim of marketing is to inform the broadest possible range of potential investors about the planned offering, which involves actions targeted at the maximisation of demand and creation of price tension among investors in order to reach a maximum offering price"
PART 2.
BOOK BUILDING AND PRICE PERFORMANCE
"The marketing process culminates in book building ? creating an order book – which ultimately sets the IPO price based on investor demand, on one hand, and the expectations of the issuer (and/or of a selling shareholder), on the other"