Up and Out of Poverty: The Social Marketing Solution (Hardcover)

~ (Author), Nancy R. Lee (Author)

Editorial Reviews

Product Description

"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 Povertywill 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

From the Back Cover

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.

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Product Details

• Hardcover: 368 pages
• Publisher: Wharton School Publishing; 1 edition (June 24, 2009)
• Language: English
• ISBN-10: 0137141009
• ISBN-13: 978-0137141005
• Product Dimensions: 9 x 6.1 x 1.2 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #52,522 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

5.0 out of 5 stars More than just a book, June 30, 2009

By	Tony Leisner - See all my reviews

I work on the board of a poverty fighting organization and this is the down to earth set of tools I have been looking for. No long discussions about the immensity of the poverty problem-but lots of guidance and case examples of what really works. Access is given to downloadable forms and checklists the book lives up to the sub-title A Toolkit. Perhaps most valuable is the way in which the authors demonstrate that the public, private, and nonprofit sectors can work together to do more, and one organization doesn't have to bear the entire burden.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Great contribution by leading authors, August 5, 2009

By	Alan R. Andreasen - See all my reviews (REAL NAME)

This book provides a wide range of examples of potential solutions
to poverty challenges where social marketing concepts and tools can be
applied -- and then shows how that can actually happen. Further, it is a
thorough review of all the basic approaches to doing social marketing well
-- written with an absence of academic jargon.

Finally, it is just the kind of book one would want to give to leaders in
the government, nonprofit and private sectors who don't know much about
social marketing or how it might be great way to improve the effectiveness
of what they do.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Changing behavior, the most difficult job in the world, August 4, 2009

By	Al Ries - See all my reviews (REAL NAME)

Kotler and Lee have written a book that deserves to be read by every aid organization in the world. Money alone will not solve the poverty problem. What's needed are changes in behavior. And how best to accomplish this objective: use the tools of marketing. That's not an easy message to bring to the powers-that-be, most of whom consider marketing to be simplistic and ineffectual. Not true and this book is a powerful first step in what is going to be a long and difficult sell.