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Up and Out of Poverty: The Social Marketing Solution (英语)

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基本信息

  • 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
  • 亚马逊热销商品排名: 图书商品里排第2,202,890名 (查看图书商品销售排行榜)
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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.

作者简介

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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美国亚马逊: 4.7 颗星,最多 5 颗星 5 条评论
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5.0 颗星,最多 5 颗星Great overview of applying marketing concepts to solving social problems
于 2009年10月15日 - 已在美国亚马逊上发表
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4.0 颗星,最多 5 颗星Using marketing methods to alleviate poverty
于 2010年9月13日 - 已在美国亚马逊上发表
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5.0 颗星,最多 5 颗星More than just a book
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5.0 颗星,最多 5 颗星Great contribution by leading authors
于 2009年8月5日 - 已在美国亚马逊上发表
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5.0 颗星,最多 5 颗星Changing behavior, the most difficult job in the world
于 2009年8月4日 - 已在美国亚马逊上发表