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Up and Out of Poverty "The Social Marketing Solution"

The Social Marketing Solution

Up and Out of Poverty "The Social Marketing Solution". The Social Marketing Solution

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  • ISBN:9780137141005
  • Editorial: Prentice-Hall International Ed
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:368
  • Idiomas:Ingles

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"Philip Kotler, pioneer in social marketing, and Nancy Lee bring their incisive thinking and pragmatic approach to the problems of behavior change at the bottom of the pyramid. Creative solutions to persistent problems that affect the poor require the tools of social marketing and multi-stakeholder management. In this book, the poor around the world have found new and powerful allies. A must read for those who work to alleviate poverty and restore human dignity." --CK Prahalad, Paul and Ruth McCracken Distinguished University Professor, Ross School of Business, The University of Michigan, Ann Arbor; author of The Fortune at the Bottom of the Pyramid, 5th Anniversary Edition "Helping others out of poverty is a simple task; yet it remains incomplete. Putting poverty in a museum is achievable within a short span of time--if we all work together, we can do it!" --Muhammad Yunus, winner of the Nobel Prize for Peace and Managing Director, Grameen Bank "As an MBA student at Wharton in the 1970s, Philip Kotler's textbook was the marketer's Bible. Now, decades later, Philip Kotler and Nancy Lee have made a profound contribution to understanding and addressing the blight of global poverty. Marketing seems an unlikely weapon in the fight against poverty. But poverty is affected by behavioral choices, and behavior is influenced by information. Social marketing views the poor as rational consumers of information who change their behaviors when presented with information in a compelling way...the very thing marketers do so well, whether selling the benefits of a toothpaste that prevents cavities or those of bednets which can prevent malaria." --Rich Stearns, President, World Vision US "Kotler and Lee set the record straight in this important book: Social marketing uses a range of tools to influence behavior and reduce poverty, beyond simply the sale of subsidized commodities like condoms and mosquito nets. Kotler's pioneering work in this field continues to inspire practitioners." --Karl Hofmann, President and Chief Executive Officer of PSI (Population Services International) "Up and Out of Povertywill prove very helpful to antipoverty planners and workers to help the poor deal better with their problems of daily living. Philip Kotler and Nancy R. Lee illustrate vivid cases of how the poor can be helped by social marketing solutions." --Mechai Viravaidya, founder and Chairman, Population and Community Development Association, Thailand

Pt. I Understanding the poverty problem and its broad solutions 1
Ch. 1 Why poverty hurts everyone 3
Ch. 2 Examining a barrel of current solutions 21
Ch. 3 The social marketing solution 47
Pt. II Applying marketing perspectives and solutions 71
Ch. 4 Segmenting the poverty marketplace 73
Ch. 5 Evaluating and choosing target market priorities 101
Ch. 6 Determining desired behavior changes 131
Ch. 7 Understanding barriers, benefits, and the competition for change 163
Ch. 8 Developing a desired positioning and strategic marketing mix 185
Pt. III Ensuring an integrated approach 217
Ch. 9 Developing a social marketing plan 219
Ch. 10 The public sector's role in poverty reduction 239
Ch. 11 The nonprofit sector's role in poverty reduction 261
Ch. 12 The private sector's role in poverty reduction 285
Ch. 13 Getting the three sectors to work together 307

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