目次

Acknowledgments xiv About the Authors xv Foreword xvi Preface xixPart I Understanding the Poverty Problem and Its Broad Solutions 1 Chapter1 Why Poverty Hurts Everyone 3 Chapter 2 Examining a Barrel of CurrentSolutions 21 Chapter 3 The Social Marketing Solution 47 Part II ApplyingMarketing Perspectives and Solutions 71 Chapter 4 Segmenting the PovertyMarketplace 73 Chapter 5 Evaluating and Choosing Target Market Priorities101 Chapter 6 Determining Desired Behavior Changes 131 Chapter 7Understanding Barriers, Benefits, and the Competition for Change 163Chapter 8 Developing a Desired Positioning and Strategic Marketing Mix 185Part III Ensuring an Integrated Approach 217 Chapter 9 Developing a SocialMarketing Plan 219 Chapter 10 The Public Sector's Role in Poverty Reduction239 Chapter 11 The Nonprofit Sector's Role in Poverty Reduction 261Chapter 12 The Private Sector's Role in Poverty Reduction 285 Chapter 13Getting the Three Sectors to Work Together 307 Index 327