Up and out of poverty : the social marketing solution / Philip Kotler and Nancy R. Lee
- Bib ID:
- 4660831
- Format:
- Book
- Author:
- Kotler, Philip
- Description:
-
- Upper Saddle River, N.J. : Wharton School Publishing, c2009
- xxv, 341 p. : ill. ; 23 cm.
- ISBN:
-
- 9780137141005
- 0137141009
- Full contents:
-
- pt. I. Understanding the poverty problem and its broad solutions
- Ch. 1. Why poverty hurts everyone
- Ch. 2. Examining a barrel of current solutions
- Ch. 3. The social marketing solution
- Pt. II. Applying marketing perspectives and solutions
- Ch. 4. Segmenting the poverty marketplace
- Ch. 5. Evaluating and choosing target market priorities
- Ch. 6. Determining desired behavior changes
- Ch. 7. Understanding barriers, benefits, and the competition for change
- Ch. 8. Developing a desired positioning and strategic marketing mix
- Pt. III. Ensuring an integrated approach
- Ch. 9. Developing a social marketing plan
- Ch. 10. The public sector's role in poverty reduction
- Ch. 11. The nonprofit sector's role in poverty reduction
- Ch. 12. The private sector's role in poverty reduction
- Ch. 13. Getting the three sectors to work together.
- Notes:
- Includes bibliographical references and index.
- Subject:
- Other authors/contributors:
- Lee, Nancy, 1932-
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