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By Philip T. Kotler, Nancy R. Lee

“Philip Kotler, pioneer in social advertising, and Nancy Lee deliver their incisive pondering and pragmatic method of the issues of habit swap on the backside of the pyramid. artistic recommendations to power difficulties that impact the negative require the instruments of social advertising and multi-stakeholder administration. during this ebook, the bad all over the world have chanced on new and robust allies. A needs to learn if you paintings to relieve poverty and fix human dignity.” –CK Prahalad, Paul and Ruth McCracken exclusive collage Professor, Ross college of industrial, The college of Michigan, Ann Arbor; writer of The Fortune on the backside of the Pyramid, fifth Anniversary variation   “Helping others out of poverty is a straightforward activity; but it is still incomplete. placing poverty in a museum is possible inside of a quick span of time–if all of us interact, we will be able to do it!” –Muhammad Yunus, winner of the Nobel Prize for Peace and dealing with Director, Grameen financial institution   “As an MBA scholar at Wharton within the Seventies, Philip Kotler’s textbook used to be the marketer’s Bible. Now, many years later, Philip Kotler and Nancy Lee have made a profound contribution to knowing and addressing the blight of world poverty. advertising turns out an not going weapon within the struggle opposed to poverty. yet poverty is tormented by behavioral offerings, and behaviour is inspired by way of info. Social advertising and marketing perspectives the negative as rational shoppers of data who switch their behaviors whilst awarded with details in a compelling means. . .the very factor sellers achieve this good, no matter if promoting the advantages of a toothpaste that forestalls cavities or these of bednets that can hinder malaria.” –Rich Stearns, President, global imaginative and prescient US   “Kotler and Lee set the checklist instantly during this vital booklet: Social advertising and marketing makes use of a number instruments to steer habit and decrease poverty, past easily the sale of backed commodities like condoms and mosquito nets. Kotler’s pioneering paintings during this box keeps to motivate practitioners.” –Karl Hofmann, President and leader govt Officer of PSI (Population companies overseas)   “Up and Out of Poverty will end up very necessary to antipoverty planners and staff to assist the negative deal larger with their difficulties of day-by-day dwelling. Philip Kotler and Nancy R. Lee illustrate vibrant instances of the way the bad should be helped by means of social advertising solutions.” –Mechai Viravaidya, founder and Chairman, inhabitants and neighborhood improvement organization, Thailand

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Population below poverty line (most recent) by country. com/graph/ eco_pop_bel_pov_lin-economy-population-below-poverty-line. Data source reported as CIA World Factbook 18 December 2003 to 18 December 2008. 12 Center for American Progress Task Force on Poverty, April 2007. ” Center for American Progress Action Fund, April 16, 2008. 14 C. K. Prahalad, The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits (Upper Saddle River, NJ: Wharton School Publishing-Pearson, 2005). No one has done more than Prahalad to open the eyes of businesses to the immense and neglected market of billions living in poverty.

Target 13. Address the special needs of the least-developed countries. Includes tariff and quota-free access for the least-developed countries’ exports, enhanced programs of debt relief for HIPCs and cancellation of official bilateral debt, and more generous ODA for countries committed to poverty reduction. Target 14. Address the special needs of landlocked countries and small island developing states (through the Program of Action for the Sustainable Development of Small Island Developing States and the outcome of the twenty-second special session of the General Assembly).

14 Through microfinance From the Library of Garrick Lee CHAPTER 1 • WHY POVERTY HURTS EVERYONE 17 loans, smaller package sizes, and less expensive equipment (computers, cell phones, and so on), most of the poor would have access to the material fruits of modern society. Business and commerce need to pay attention to the poor if they want to know where they will sell or rent the next billion cell phones or computers. Today millions of Chinese and Indians are employed making lowcost products to sell to other less-developed countries.

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