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.
Acknowledgments | p. xiv |
About the Authors | p. xv |
Foreword | p. xvi |
Preface | p. xix |
Understanding the Poverty Problem and Its Broad Solutions | p. 1 |
Why Poverty Hurts Everyone | p. 3 |
Who and How Many Are the Poor? | p. 6 |
Where Do the Poor Live? | p. 8 |
Why Are They Poor? | p. 11 |
Why Should We Care About the Poor? | p. 14 |
Summary | p. 18 |
Endnotes | p. 19 |
Examining a Barrel of Current Solutions | p. 21 |
Major Strategies Proposed for Reducing Poverty | p. 22 |
The Need for a Multilateral Strategy | p. 26 |
Funding Organizations Active in Fighting Poverty | p. 26 |
Fifty Current Specific Measures to Help the Poor | p. 33 |
Unintended Consequences of Well-Intentioned Programs | p. 38 |
Why Marketing Thinking Must Be Added to the Poverty Solution | p. 39 |
Six Key Understandings About the Poor | p. 41 |
Not What, But How | p. 43 |
Summary | p. 44 |
Endnotes | p. 44 |
The Social Marketing Solution | p. 47 |
What Is Involved in Trying to Change Someone's Behavior? | p. 48 |
What Is Social Marketing? | p. 51 |
What Poverty-Related Issues Can Benefit from Social Marketing? | p. 52 |
How Does Social Marketing Differ from Commercial Marketing, Nonprofit Marketing, and Marketing in the Public Sector? | p. 54 |
What Are the Main Principles of Social Marketing? | p. 56 |
How Did the Social Marketing Concept Evolve? | p. 59 |
Who Does Social Marketing? | p. 62 |
What Are Other Ways to Impact Social Issues? | p. 63 |
What Is the Social Marketer's Role in Influencing Upstream Factors? | p. 65 |
Summary | p. 66 |
Endnotes | p. 68 |
Applying Marketing Perspectives and Solutions | p. 71 |
Segmenting the Poverty Marketplace | p. 73 |
Steps in Determining Target Market Priorities | p. 81 |
The Traditional Theory and Practice of Market Segmentation | p. 82 |
Segmenting by Level of Poverty | p. 85 |
The Prevalence of and Problem with Macrosegmentation | p. 87 |
The Case for Microsegmentation | p. 88 |
Recommended Segmentation Strategies for Social Marketing Campaigns | p. 93 |
Additional Considerations When Choosing Segmentation Variables | p. 95 |
Summary | p. 99 |
Endnotes | p. 99 |
Evaluating and Choosing Target Market Priorities | p. 101 |
Models for Evaluating Segments | p. 110 |
Summary: Which Model Should Be Chosen? | p. 126 |
Endnotes | p. 128 |
Determining Desired Behavior Changes | p. 131 |
What Are Desired Behaviors? | p. 138 |
Behavior Change Theories | p. 141 |
An Analytical Model for Selecting Behaviors | p. 153 |
Summary | p. 158 |
Endnotes | p. 159 |
Understanding Barriers, Benefits, and the Competition for Change | p. 163 |
Barriers | p. 167 |
Benefits | p. 171 |
The Competition | p. 175 |
Summary | p. 179 |
Endnotes | p. 182 |
Developing a Desired Positioning and Strategic Marketing Mix | p. 185 |
Positioning | p. 193 |
The Strategic Marketing Mix (The Four Ps) | p. 196 |
Summary | p. 213 |
Endnotes | p. 214 |
Ensuring an Integrated Approach | p. 217 |
Developing a Social Marketing Plan | p. 219 |
Background, Purpose, and Focus | p. 222 |
Situation Analysis | p. 222 |
Target Audience Profile | p. 224 |
Marketing Objectives and Goals | p. 225 |
Factors Influencing Adoption of the Behavior | p. 227 |
Positioning Statement | p. 228 |
Marketing Mix Strategies | p. 229 |
Plan for Monitoring and Evaluation | p. 234 |
Budget | p. 235 |
Plan for Implementation and Campaign Management | p. 236 |
Summary | p. 236 |
Endnotes | p. 237 |
The Public Sector's Role in Poverty Reduction | p. 239 |
What Distinct and Critical Role Do Government Agencies Play in Reducing Poverty? | p. 246 |
The U.S. Government's Role in Poverty Reduction | p. 248 |
The Chinese Government's Role | p. 250 |
The Bangladesh Government's Role | p. 253 |
Overall View of the Government's Role in Poverty Reduction | p. 254 |
Social Marketing in the Public Sector | p. 256 |
Summary | p. 258 |
Endnotes | p. 259 |
The Nonprofit Sector's Role in Poverty Reduction | p. 261 |
What Are Nonprofit Organizations, and Why Are They Necessary? | p. 262 |
What Distinct and Critical Role Do NPOs Play in Reducing Poverty? | p. 268 |
What Important NPOs Are Operating in the Poverty Area? | p. 270 |
NPOs Within a Country Battle the Poverty Problem | p. 274 |
Social Marketing in the Nonprofit Sector | p. 280 |
Summary | p. 282 |
Endnotes | p. 283 |
The Private Sector's Role in Poverty Reduction | p. 285 |
The Unique Role That the Private Sector Plays in Poverty Reduction | p. 292 |
Business Behavior in the Past | p. 294 |
Business Needs to Reform | p. 296 |
Corporations Engage in the Poverty Problem | p. 297 |
Company Efforts to Bring Down the Cost of Goods and Services | p. 301 |
Social Marketing in the Private Sector | p. 302 |
Summary | p. 305 |
Endnotes | p. 305 |
Getting the Three Sectors to Work Together | p. 307 |
Developing a Three-Way Strategy | p. 311 |
More About How the Three-Way Relationship Works | p. 315 |
Back to the Three-Way Partnership | p. 321 |
Summary | p. 325 |
Endnotes | p. 325 |
Index | p. 327 |
Case Stories | |
HIV/AIDS: Reversing the Tide Through Audience Segmentation Techniques | p. 74 |
Sound Families: A Bill & Melinda Gates Foundation Homeless Initiative in Washington State | p. 102 |
Family Planning: A Poverty-Reduction Solution, Case Stories from Population Services International (PSI) | p. 132 |
Agricultural Productivity: The Promising Case in Malawi | p. 164 |
Sustainable Malaria Prevention: NetMark's Success Story in Africa | p. 186 |
Example: Reducing Tuberculosis in Peru | p. 222 |
New York City: Center for Economic Opportunity | p. 240 |
Community Emergency Response and Disaster Mitigation in Central America: A Case Story from World Vision | p. 263 |
Microsoft Helping Serbians and Roma in Hungary Reach Their Unlimited Potential | p. 286 |
Conquering River Blindness: It Takes a Global Partnership | p. 308 |
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