Up and out of poverty : the social marketing solution / Philip Kotler, Nancy R. Lee
Imprint
Upper Saddle River, N.J. : Wharton School Pub., c2009
Descript
xxv, 341 p. ; 24 cm
CONTENT
Why poverty hunts everyone -- Examing a barrel of current solutions -- The social marketing solution -- Segmenting the poverty marketplace -- Evaluating and choosing target market priorities -- Determining desired behavior changes -- Understanding barriers, benefits, and the competition for change -- Developing a desired positioning and strategic marketing mix -- Developing a social marketing plan -- The public sector's role in poverty reduction -- The nonprofit sector's role in poverty reduction -- The private sector's role in poverty reduction -- Getting the three sectors to work together