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UP NAD OUT OF POWERTY: THE SOCIAL MARKETING SOLUTIONKOTLER P. LEE N.wydawnictwo: PEARSON ED, 2009, wydanie Icena netto: How breakthrough social marketing techniques can help solve the world's greatest challenge: poverty!
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
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