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Up and out of poverty : the social marketing solution

Author: Philip Kotler; Nancy Lee
Publisher: Upper Saddle River, N.J. : Wharton School Pub., ©2009.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
"Marketing seems an unlikely weapon in the fight against poverty. But poverty is affected by behavioural choices, and behaviour is influenced by information. Social marketing views the poor as rational consumers of information who change their behaviours 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  Read more...
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Philip Kotler; Nancy Lee
ISBN: 9780137141005 0137141009
OCLC Number: 321014495
Description: xxv, 341 pages : illustrations ; 24 cm
Contents: Part 1: Understanding the poverty problem and its broad solutions. Why poverty hurts everyone --
Examining a barrel of current solutions --
The social marketing solution --
Part 2: Applying marketing perspectives and solutions. Segmenting the poverty marketplace --
Evaluating and choosing target market priorities --
Determining desired behavior changes --
Understanding barriers, benefits, and the competition for change --
Developing a desired positioning and strategic marketing mix --
Part 3: Ensuring an integrated approach. Developing a social marketing plan --
The public sector's role in poverty reduction --
The nonprofit sector's role in poverty reduction --
The private sector's role in poverty reduction --
Getting the three sectors to work together.
Responsibility: Philip Kotler and Nancy R. Lee.

Abstract:

In this book, legendary marketing expert Kotler and social marketing innovator Lee consider poverty from a radically different and powerfully new viewpoint: that of the marketer. The authors offer  Read more...

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