Up and Out of Poverty: The Social Marketing Solution

by Philip Kotler, Nancy R. Lee

In this book, legendary marketing expert Philip Kotler and social marketing innovator Nancy Lee consider poverty from a radically different and powerfully new viewpoint: that of the marketer. Kotler and Lee assess each proposed path to poverty reduction, from traditional large-scale foreign aid to improved education and job training, economic development to microfinance. They offer powerful new insights into why so many anti-poverty programs fail - and propose a new paradigm that can achieve far better results. Kotler and Lee show how to apply advanced marketing strategies and techniques - including segmentation, targeting, and positioning - to systematically put in place the conditions poor people need to escape poverty. Through real case studies, you'll learn how these marketing techniques can help promote health, education, community building, personal motivation, and more. The authors provide the first complete, marketing-informed methodology for addressing specific poverty-related problems - and assessing the results. They also demonstrate how national and local anti-poverty programs can be improved by more effectively linking government, NGOs, and private companies. Over the past 30 years, the authors' social marketing techniques have been successfully applied to health care, environmental protection, family planning, and many other social challenges. Now, Kotler and Lee show how they can be applied to the largest social challenge of all: global poverty.

Genres: Poverty, Nonfiction, Business

341 pages, Hardcover

First published January 1, 2009

About the author

Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)

Reviews

[Hailee · Rating 5 out of 5]

After much procrastination, I finally finished this book.
Despite the seemingly advanced academic name, the contents were very clear and easily comprehensible. The chapters are logically organized and each chapter is also coherently structured, making it easy to understand even though there are lots of data and information on every page. I also like the way the case studies were illustrated, they really help to clarify how the theories are carried out in practice.
For someone who had a deep interest in marketing, it was fascinating to learn how to apply basic principles of marketing to solve one of the world's gravest problems.

[Devaki Murch · Rating 5 out of 5]

How can we use Social Media to really make a difference?

[Alexandra Jarrett · Rating 5 out of 5]

Glad I found it for my university book review.

[E · Rating 4 out of 5]

Using marketing methods to alleviate poverty

Sound marketing can push products and services through sales channels. But can donors successfully apply the same marketing techniques to poverty reduction programs? That’s the bold recommendation of authors Philip Kotler and Nancy R. Lee. They build a solid case, linking social marketing strategy with actual case studies worldwide. As the authors note, developed nations spent an estimated $23 trillion on foreign aid packages over the past five decades, but their money has done little to reduce poverty. The missing factor is a social marketing strategy that changes local behaviors and helps people work their way out of poverty. While this is a noble goal, Kotler and Lee’s argument reads like a dry textbook, with too many lists and bullet points. Still, getAbstract found it to be an instructive guide for NGOs, governments and social activists who seek advanced strategies to bolster their poverty reduction programs.

To learn more about this book, check out the following link: http://www.getabstract.com/summary/12...