"In Up and Out of Poverty, Kotler and Lee remind us that "markets" are people. A series of remarkable case studies demonstrate conclusively the power of social marketing to release the creative energy of people to solve their own problems. Here's a blueprint for government, corporations, and communities who want to change the world by arming the poor with the savvy of modern marketing." --William Smith, Executive Vice President, Academy for Educational Development In Up and Out of Poverty, legendary marketing expert Philip Kotler and social marketing innovator Nancy Lee consider poverty from a powerful new viewpoint: that of the marketer. Kotler and Lee assess each proposed path to poverty reduction, from traditional foreign aid to improved education and job training, economic development to 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 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. For 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 apply them to the largest challenge of all: global poverty. * Poverty: understanding the problem and assessing current solutions What's working, what hasn't worked, and whyit 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 malaria prevention in Africa * Ensuring an integrated approach Bringing together the public, nonprofit, and private sector--and local people "on the ground"