Overview

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.

Full Product Details

Author:   Philip T. Kotler ,  Nancy R. Lee
Publisher:   Pearson Education (US)
Imprint:   Financial TImes Prentice Hall
Dimensions:   Width: 15.60cm , Height: 2.70cm , Length: 23.20cm
Weight:   0.620kg
ISBN:  

9780137141005

ISBN 10:   0137141009
Pages:   368
Publication Date:   09 July 2009
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

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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Author Information

Philip Kotler is S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern’s Kellogg School of Management. Hailed as the “foremost expert on the strategic practice of marketing,” he is author of Marketing Management, the field’s definitive textbook (now in its 13th edition).   Kotler’s books also include Principles of Marketing, Strategic Marketing for Nonprofit Organizations, Marketing Places, Kotler on Marketing, Marketing Insights A to Z, Lateral Marketing, Social Marketing, Museum Strategies and Marketing, Standing Room Only, and Corporate Social Responsibility. His research encompasses social marketing, innovation, consumer marketing, business marketing, services marketing, distribution, and e-marketing. He has consulted with companies including IBM, Bank of America, Merck, GE, and Honeywell.   Nancy R. Lee, President of Social Marketing Services, Inc., has more than 25 years of practical marketing experience in private, nonprofit, and public sectors. An adjunct faculty member at the University of Washington and Seattle University, she teaches Marketing in the Public Sector, Social Marketing, and Marketing for Nonprofit Organizations.    Lee has coauthored four books with Philip Kotler, including Social Marketing: Improving the Quality of Life, Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause, and Marketing in the Public Sector: A Roadmap for Improved Performance.  

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