The Book

In Up and Out of Poverty, legendary marketing expert Philip Kotler and social marketing innovator Nancy R. Lee consider poverty from a powerful new viewpoint: that of the marketer.

Kotler and Lee assess each proposed path to poverty reduction, including traditional foreign aid, improved education, job training, economic development models, and microfinance. They offer crucial new insights into why so many anti-poverty programs fail—and propose a new paradigm that can achieve far better results.

You’ll learn how to apply advanced marketing strategies and techniques to systematically put in place conditions the poor need to escape poverty. Through more than 25 real case studies and examples, you’ll learn how these marketing techniques can help promote health, education, community building, personal motivation, and more. Major sections cover:

• Poverty: understanding the problem and assessing current solutions
  What’s working, what hasn’t worked, and why it hasn’t worked

• How marketing principles can drive poverty solutions that really work
  Applying segmentation, defining target markets and desired behavior changes, and understanding barriers and motivation

• Developing a strategic marketing plan for reducing poverty
  Powerful lessons from the successes of tuberculosis prevention in Peru

• Ensuring an integrated approach
  Bringing together the public, nonprofit, and private sector—and local people “on the ground”

For 30 years, the authors’ social marketing techniques have been successfully applied to healthcare, environmental protection, family planning, and many other social challenges. Now, Kotler and Lee apply them to the largest challenge of all: global poverty.