Alleviating poverty: A macro/micro marketing perspective

Philip Kotler*, Ned Roberto, Tony Leisner

*Corresponding author for this work

Research output: Contribution to journalArticle

50 Scopus citations

Abstract

The poor represent not only a disgraceful human condition but also a huge potential market if marketers can find ways to serve their needs. But the poor differ greatly from each other in their needs, perceptions, and behavior. Marketers need to apply their skills in market segmentation to distinguish different poverty groups and thus to invoke effective plans and policies to alleviate poverty. Decisions must be made on which poverty segments to target and which social marketing solutions have the best chance of motivating poverty-escaping behavior, to the long-term welfare of individuals, nations, and the global community.

Original languageEnglish (US)
Pages (from-to)233-239
Number of pages7
JournalJournal of Macromarketing
Volume26
Issue number2
DOIs
StatePublished - Dec 1 2006

Keywords

  • Market segmentation
  • Poverty
  • Poverty solutions
  • Social marketing
  • Social welfare

ASJC Scopus subject areas

  • Marketing

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