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Up and out of poverty : the social marketing solution / Philip Kotler and Nancy R. Lee.

By: Contributor(s): Material type: TextTextPublisher: Upper Saddle River, N.J. : FT Press, [2009]Copyright date: ©2009Description: xxv, 341 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0137141009
  • 9780137141005
Subject(s): DDC classification:
  • 362.5561 22
LOC classification:
  • HC79.P6 K68 2009
Contents:
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.
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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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