- 出版社: Wharton School Publishing; 1 (2009年6月24日)
- 外文书名: 陷入和摆脱贫穷: 社会营销解决办法
- 精装: 368页
- 语种： 英语
- ISBN: 0137141009
- 条形码: 9780137141005
- 商品尺寸: 15.3 x 3.2 x 23.5 cm
- 商品重量: 612 g
- ASIN: 0137141009
- 用户评分: 分享我的评价
- 第121位 - 图书 > 进口原版书 > Politics & Social Sciences（政治与社会科学） > Social Sciences（社会科学） > Poverty
- 第133位 - 图书 > 进口原版书 > Politics & Social Sciences（政治与社会科学） > Politics & Government（政治与政府） > Public Affairs & Policy > Social Policy
- 第903位 - 图书 > 进口原版书 > Business & Money（商业与财富） > Management & Leadership（管理与领导力） > Systems & Planning
Up and Out of Poverty: The Social Marketing Solution (英语)
From the Back Cover
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.
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.
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By using the marketing framework of the 4 Ps, segmentation, and understanding the customer, solutions can be put into place to maximize benefits for the greatest number of people. As someone with a marketing degree, I understand the concepts, but never thought about using them in a social setting. Anyone interested in poverty or social programs should pick up this book and think about how to apply its contents to their work.
I find there are many people who are passionate about social issues, but seem to only scream and yell to make their voice heard. By utilizing the marketing framework to "sell" their ideas, these people can build off the success of hundreds of years and billions of dollars of business experience developing marketing plans. I highly recommend this book as an excellent guide.
to poverty challenges where social marketing concepts and tools can be
applied -- and then shows how that can actually happen. Further, it is a
thorough review of all the basic approaches to doing social marketing well
-- written with an absence of academic jargon.
Finally, it is just the kind of book one would want to give to leaders in
the government, nonprofit and private sectors who don't know much about
social marketing or how it might be great way to improve the effectiveness
of what they do.