How breakthrough social marketing techniques can help solve the world's
greatest challenge: poverty!
- A complete, marketing-driven methodology for planning, executing, and measuring
the effectiveness of poverty-reduction projects.
- Real case studies show how marketing strategies can promote the social
conditions and personal motivation people need to escape poverty.
- By legendary marketing expert Philip Kotler (Marketing Management) and top
social marketing innovator Nancy Lee.
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.
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
368 pages, Hardcover