Up and out of poverty : the social marketing solution / Philip Kotler and Nancy R. Lee.
Material type: TextPublisher: Upper Saddle River, N.J. : FT Press, [2009]Copyright date: ©2009Description: xxv, 341 pages : illustrations ; 24 cmContent type:- text
- unmediated
- volume
- 0137141009
- 9780137141005
- 362.5561 22
- HC79.P6 K68 2009
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 362.5561 KOT (Browse shelf(Opens below)) | 1 | Available | A468347B |
Includes bibliographical references and index.
Part I. Understanding the Poverty Problem and Its Broad Solutions -- 1. Why Poverty Hurts Everyone -- 2. Examining a Barrel of Current Solutions -- 3. The Social Marketing Solution -- Part II. Applying Marketing Perspectives and Solutions -- 4. Segmenting the Poverty Marketplace -- 5. Evaluating and Choosing Target Market Priorities -- 6. Determining Desired Behavior Changes -- 7. Understanding Barriers, Benefits, and the Competition for Change -- 8. Developing a Desired Positioning and Strategic Marketing Mix -- Part III. Ensuring an Integrated Approach -- 9. Developing a Social Marketing Plan -- 10. The Public Sector's Role in Poverty Reduction -- 11. The Nonprofit Sector's Role in Poverty Reduction -- 12. The Private Sector's Role in Poverty Reduction -- 13. Getting the Three Sectors to Work Together.
Machine converted from AACR2 source record.
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