Up and Out of Poverty: The Social Marketing Solution pdf

菲利普·科特勒：1931 年 5 月 27 日出生于芝加哥。伊利诺伊州西北大学凯洛格管理学院 E&J Johansson 和 Dettingchweed 国际营销教授。他在芝加哥大学完成了硕士学位，在麻省理工学院获得了博士学位，两者都是经济学专业。获得博士学位后，他在哈佛大学学习数学，在芝加哥大学学习行为科学。 2001年，他被英国《金融时报》评为管理领域第四大最重要的思想家，排在彼得·德鲁克、比尔·盖茨、杰克·韦尔奇之后。 2008 年，《华尔街日报》将他评为第六大最具影响力的商业思想家。科特勒在IBM、米其林、美国银行、通用电气、摩托罗拉等几家美国大公司担任顾问。他在营销战略、营销管理规划和组织、国际营销领域的咨询。科特勒在世界各国进行小组讨论和讲座。他的著作（营销管理）共有十二个版本，被认为是全球许多大学营销营销教学的基础书籍，还被翻译成多种语言。在对营销的定义上，科特勒采用了彼得·德鲁克对营销的描述，即营销不能被认为是组织（公司）中的一个独立功能，而是它所有功能的一部分……它是对组织产品的看法从客户的角度来看。科特勒被认为是marketing.talk 的先驱。

Up and Out of Poverty: The Social Marketing Solution pdf 菲利普·科特勒

Poverty, whether the abject destitute poverty in the developing world, or relative poverty in the developed world, is the scourge of mankind - resulting in wasted lives, unfulfilled potential, disease, and early death. Many experts have proposed methods for reducing poverty, all of which are offered in earnest, and have shown some degree of success (Bottom of the Pyramid, property rights, NGO funding, government funding, direct payments, microfinance, and so on), but none of them has proven to be the magic bullet to solve the problem. Here, Kotler and Lee don't disagree with these other programs, instead, they put them into a framework that has proven successful at everything from selling breakfast cereal to smoking cessation - marketing. By using the marketing framework of the 4 Ps, segmentation, and understanding the customer, solutions can be put into place to maximize benefits for the greatest number of people. As someone with a marketing degree, I understand the concepts, but never thought about using them in a social setting. Anyone interested in poverty or social programs should pick up this book and think about how to apply its contents to their work. I find there are many people who are passionate about social issues, but seem to only scream and yell to make their voice heard. By utilizing the marketing framework to "sell" their ideas, these people can build off the success of hundreds of years and billions of dollars of business experience developing marketing plans. I highly recommend this book as an excellent guide.