Synopses & Reviews
“Philip Kotler, pioneer in social marketing, and Nancy Lee bring their incisive thinking and pragmatic approach to the problems of behavior change at the bottom of the pyramid. Creative solutions to persistent problems that affect the poor require the tools of social marketing and multi-stakeholder management. In this book, the poor around the world have found new and powerful allies. A must read for those who work to alleviate poverty and restore human dignity.”
–CK Prahalad, Paul and Ruth McCracken Distinguished University Professor, Ross School of Business, The University of Michigan, Ann Arbor; author of The Fortune at the Bottom of the Pyramid, 5th Anniversary Edition
“Helping others out of poverty is a simple task; yet it remains incomplete. Putting poverty in a museum is achievable within a short span of time–if we all work together, we can do it!”
–Muhammad Yunus, winner of the Nobel Prize for Peace and Managing Director, Grameen Bank
“As an MBA student at Wharton in the 1970s, Philip Kotler’s textbook was the marketer’s Bible. Now, decades later, Philip Kotler and Nancy Lee have made a profound contribution to understanding and addressing the blight of global poverty. Marketing seems an unlikely weapon in the fight against poverty. But poverty is affected by behavioral choices, and behavior is influenced by information. Social marketing views the poor as rational consumers of information who change their behaviors when presented with information in a compelling way. . .the very thing marketers do so well, whether selling the benefits of a toothpaste that prevents cavities or those of bednets which can prevent malaria.”
–Rich Stearns, President, World Vision US
“Kotler and Lee set the record straight in this important book: Social marketing uses a range of tools to influence behavior and reduce poverty, beyond simply the sale of subsidized commodities like condoms and mosquito nets. Kotler’s pioneering work in this field continues to inspire practitioners.”
–Karl Hofmann, President and Chief Executive Officer of PSI (Population Services International)
“Up and Out of Poverty will prove very helpful to antipoverty planners and workers to help the poor deal better with their problems of daily living. Philip Kotler and Nancy R. Lee illustrate vivid cases of how the poor can be helped by social marketing solutions.”
–Mechai Viravaidya, founder and Chairman, Population and Community Development Association, Thailand
In this book, legendary marketing expert Kotler and social marketing innovator Lee consider poverty from a radically different and powerfully new viewpoint: that of the marketer. The authors offer new insights into why so many anti-poverty programs fail and propose a new paradigm that can achieve far better results.
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.
About the Author
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.
Table of Contents
About the Authors xv
Part I Understanding the Poverty Problem and Its Broad Solutions 1
Chapter 1 Why Poverty Hurts Everyone 3
Chapter 2 Examining a Barrel of Current Solutions 21
Chapter 3 The Social Marketing Solution 47
Part II Applying Marketing Perspectives and Solutions 71
Chapter 4 Segmenting the Poverty Marketplace 73
Chapter 5 Evaluating and Choosing Target Market Priorities 101
Chapter 6 Determining Desired Behavior Changes 131
Chapter 7 Understanding Barriers, Benefits, and the Competition for Change 163
Chapter 8 Developing a Desired Positioning and Strategic Marketing Mix 185
Part III Ensuring an Integrated Approach 217
Chapter 9 Developing a Social Marketing Plan 219
Chapter 10 The Public Sector’s Role in Poverty Reduction 239
Chapter 11 The Nonprofit Sector’s Role in Poverty Reduction 261
Chapter 12 The Private Sector’s Role in Poverty Reduction 285
Chapter 13 Getting the Three Sectors to Work Together 307