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Up and Out of Poverty: The Social Marketing Solution

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Up and Out of Poverty: The Social Marketing Solution

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  • Copyright 2009
  • Pages: 368
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-262914-3
  • ISBN-13: 978-0-13-262914-0

In this book, legendary marketing expert Philip Kotler and social marketing innovator Nancy Lee consider poverty from a radically different and powerfully new viewpoint: that of the marketer. Kotler and Lee assess each proposed path to poverty reduction, from traditional large-scale foreign aid to improved education and job training, economic development to microfinance. They offer powerful new insights into why so many anti-poverty programs fail - and propose a new paradigm that can achieve far better results. Kotler and Lee show how to apply advanced marketing strategies and techniques - including segmentation, targeting, and positioning - to systematically put in place the conditions poor people need to escape poverty. Through real case studies, you'll learn how these marketing techniques can help promote health, education, community building, personal motivation, and more. The authors provide the first complete, marketing-informed methodology for addressing specific poverty-related problems - and assessing the results. They also demonstrate how national and local anti-poverty programs can be improved by more effectively linking government, NGOs, and private companies. Over the past 30 years, the authors' social marketing techniques have been successfully applied to health care, environmental protection, family planning, and many other social challenges. Now, Kotler and Lee show how they can be applied to the largest social challenge of all: global poverty.

Sample Content

Table of Contents

Acknowledgments  xiv

About the Authors  xv

Foreword  xvi

Preface  xix

Part I Understanding the Poverty Problem and Its Broad Solutions  1

Chapter 1 Why Poverty Hurts Everyone  3

Chapter 2 Examining a Barrel of Current Solutions  21

Chapter 3 The Social Marketing Solution   47

Part II Applying Marketing Perspectives and Solutions  71

Chapter 4 Segmenting the Poverty Marketplace  73

Chapter 5 Evaluating and Choosing Target Market Priorities  101

Chapter 6 Determining Desired Behavior Changes   131

Chapter 7 Understanding Barriers, Benefits, and the Competition for Change  163

Chapter 8 Developing a Desired Positioning and Strategic Marketing Mix   185

Part III Ensuring an Integrated Approach  217

Chapter 9 Developing a Social Marketing Plan  219

Chapter 10 The Public Sector’s Role in Poverty Reduction  239

Chapter 11 The Nonprofit Sector’s Role in Poverty Reduction  261

Chapter 12 The Private Sector’s Role in Poverty Reduction  285

Chapter 13 Getting the Three Sectors to Work Together  307

Index  327


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