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