Up and Out of Poverty The Social Marketing Solution

ISBN-10: 0137141009

ISBN-13: 9780137141005

Edition: 2009

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Book details

List price: $34.99
Copyright year: 2009
Publisher: Wharton School Publishing
Publication date: 6/14/2009
Binding: Hardcover
Pages: 368
Size: 6.00" wide x 9.50" long x 1.00" tall
Weight: 0.616
Language: English

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets.Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Chicago. Kellogg was voted the �Best Business School� for six years in Business Week�s survey of United States business schools. It is also rated as the �Best Business School for the Teaching of Marketing.� Professor Kotler has significantly contributed to Kellogg�s success through his many years of research and teaching there.He received his master�s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author of Marketing Management, the most widely adopted marketing book in MBA programs; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; High Visibility; Social Marketing; Marketing Places; Marketing for Hospitality and Tourism; Museum Strategy and Marketing; Standing Room Only; The Marketing of Nations, and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best-article awards.He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and member of the Copernicus Advisory Board. He has been a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation.

Nancy R. Lee , MBA, is president of Social Marketing Services, Inc., in Seattle, Washington, and an adjunct faculty member at the University of Washington, where she teaches social marketing and marketing in the public sector. With more than 25 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including vice president and director of marketing for Washington's second-largest bank and director of marketing for the region's Children's Hospital and Medical Center. She conducts seminars and workshops on social marketing around the world, and has been a strategic adviser for behavior change campaigns in the areas of health, safety, the environment, and financial well-being. She has been a keynote speaker on social marketing at conferences for improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, influencing financial behaviors, and tobacco control. She has coauthored ten books with Philip Kotler.

Acknowledgments
About the Authors
Foreword
Preface
Understanding the Poverty Problem and Its Broad Solutions
Why Poverty Hurts Everyone
Who and How Many Are the Poor?
Where Do the Poor Live?
Why Are They Poor?
Why Should We Care About the Poor?
Summary
Endnotes
Examining a Barrel of Current Solutions
Major Strategies Proposed for Reducing Poverty
The Need for a Multilateral Strategy
Funding Organizations Active in Fighting Poverty
Fifty Current Specific Measures to Help the Poor
Unintended Consequences of Well-Intentioned Programs
Why Marketing Thinking Must Be Added to the Poverty Solution
Six Key Understandings About the Poor
Not What, But How
Summary
Endnotes
The Social Marketing Solution
What Is Involved in Trying to Change Someone's Behavior?
What Is Social Marketing?
What Poverty-Related Issues Can Benefit from Social Marketing?
How Does Social Marketing Differ from Commercial Marketing, Nonprofit Marketing, and Marketing in the Public Sector?
What Are the Main Principles of Social Marketing?
How Did the Social Marketing Concept Evolve?
Who Does Social Marketing?
What Are Other Ways to Impact Social Issues?
What Is the Social Marketer's Role in Influencing Upstream Factors?
Summary
Endnotes
Applying Marketing Perspectives and Solutions
Segmenting the Poverty Marketplace
Steps in Determining Target Market Priorities
The Traditional Theory and Practice of Market Segmentation
Segmenting by Level of Poverty
The Prevalence of and Problem with Macrosegmentation
The Case for Microsegmentation
Recommended Segmentation Strategies for Social Marketing Campaigns
Additional Considerations When Choosing Segmentation Variables
Summary
Endnotes
Evaluating and Choosing Target Market Priorities
Models for Evaluating Segments
Summary: Which Model Should Be Chosen?
Endnotes
Determining Desired Behavior Changes
What Are Desired Behaviors?
Behavior Change Theories
An Analytical Model for Selecting Behaviors
Summary
Endnotes
Understanding Barriers, Benefits, and the Competition for Change
Barriers
Benefits
The Competition
Summary
Endnotes
Developing a Desired Positioning and Strategic Marketing Mix
Positioning
The Strategic Marketing Mix (The Four Ps)
Summary
Endnotes
Ensuring an Integrated Approach
Developing a Social Marketing Plan
Background, Purpose, and Focus
Situation Analysis
Target Audience Profile
Marketing Objectives and Goals
Factors Influencing Adoption of the Behavior
Positioning Statement
Marketing Mix Strategies
Plan for Monitoring and Evaluation
Budget
Plan for Implementation and Campaign Management
Summary
Endnotes
The Public Sector's Role in Poverty Reduction
What Distinct and Critical Role Do Government Agencies Play in Reducing Poverty?
The U.S. Government's Role in Poverty Reduction
The Chinese Government's Role
The Bangladesh Government's Role
Overall View of the Government's Role in Poverty Reduction
Social Marketing in the Public Sector
Summary
Endnotes
The Nonprofit Sector's Role in Poverty Reduction
What Are Nonprofit Organizations, and Why Are They Necessary?
What Distinct and Critical Role Do NPOs Play in Reducing Poverty?
What Important NPOs Are Operating in the Poverty Area?
NPOs Within a Country Battle the Poverty Problem
Social Marketing in the Nonprofit Sector
Summary
Endnotes
The Private Sector's Role in Poverty Reduction
The Unique Role That the Private Sector Plays in Poverty Reduction
Business Behavior in the Past
Business Needs to Reform
Corporations Engage in the Poverty Problem
Company Efforts to Bring Down the Cost of Goods and Services
Social Marketing in the Private Sector
Summary
Endnotes
Getting the Three Sectors to Work Together
Developing a Three-Way Strategy
More About How the Three-Way Relationship Works
Back to the Three-Way Partnership
Summary
Endnotes
Index
Case Stories
HIV/AIDS: Reversing the Tide Through Audience Segmentation Techniques
Sound Families: A Bill & Melinda Gates Foundation Homeless Initiative in Washington State
Family Planning: A Poverty-Reduction Solution, Case Stories from Population Services International (PSI)
Agricultural Productivity: The Promising Case in Malawi
Sustainable Malaria Prevention: NetMark's Success Story in Africa
Example: Reducing Tuberculosis in Peru
New York City: Center for Economic Opportunity
Community Emergency Response and Disaster Mitigation in Central America: A Case Story from World Vision
Microsoft Helping Serbians and Roma in Hungary Reach Their Unlimited Potential
Conquering River Blindness: It Takes a Global Partnership
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