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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Descrizione libro Pearson Prentice Hall, 2009. Hardcover. Condizione libro: New. Ships Fast! Satisfaction Guaranteed!. Codice libro della libreria mon0000523764
Descrizione libro Pearson Prentice Hall, 2009. Hardcover. Condizione libro: New. Codice libro della libreria mon0000152985
Descrizione libro Hardcover. Condizione libro: BRAND NEW. BRAND NEW. Fast Shipping. Prompt Customer Service. Satisfaction guaranteed. Codice libro della libreria 0137141009BNA
Descrizione libro Pearson Education, 2009. Hardcover. Condizione libro: Neu. Neu Neuware. Schnelle Lieferung, Kartonverpackung. Abzugsfähige Rechnung. Bei Mehrfachbestellung werden die Versandkosten anteilig erstattet. - "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 341 pp. Englisch. Codice libro della libreria INF1000022689
Descrizione libro FT Press, 2009. Hardcover. Condizione libro: New. book. Codice libro della libreria 0137141009
Descrizione libro FT Press, 2009. Hardcover. Condizione libro: New. Codice libro della libreria P110137141009
Descrizione libro Wharton School Pub, 2009. Hardcover. Condizione libro: Brand New. 1st edition. 304 pages. 9.50x6.00x1.00 inches. In Stock. Codice libro della libreria zk0137141009