Trending on TikTok

Buldak

Sunscreen

Sanrio

English

{{sellerTotalView > 1 ? __("sellers", {number: sellerTotalView}) : __("seller", {number: sellerTotalView}) }}, {{numTotalView > 1 ? __("items", {number: numTotalView}) : __("item", {number: numTotalView}) }}

View Cart & Check Out

Nickname

Let us know how to properly address you.

Update Your Name

xxxxxxx@yamibuy.com

Account Orders Favorites

Points 0

Coupons 0

Gift Card Balance $0.00

Sign Out

Change Your Zip Code

Inventory information and delivery speeds may vary for different locations.

Location History

We will notify you by email when the item back in stock.

Your email: {{remindEmail}}

Cancel

Jingdong book

脱离贫困：社会营销之道

View Cart & Check Out

{{buttonTypePin == 3 ? __("Scan to view more PinGo") : __("Scan to start")}}

Books Management Marketing

Jingdong book

脱离贫困：社会营销之道

Name: 脱离贫困：社会营销之道
Brand: Jingdong book
SKU: 3102002101
Price: 43.34 USD
Availability: OutOfStock

{{__(":people-members", {'people': item.limit_people_count})}} {{ itemCurrency }}{{ item.valid_price }} {{ itemCurrency }}{{ item.invalid_price }} {{ itemDiscount }}

Ends in

{{ itemCurrency }}{{ priceFormat(item.valid_price / item.bundle_specification) }}/{{ item.unit }}

{{ itemCurrency }}{{ item.valid_price }} {{ itemCurrency }}{{ priceFormat(item.valid_price / item.bundle_specification) }}/{{ item.unit }} {{ itemCurrency }}{{ item.invalid_price }} {{itemDiscount}}

Sale ends in

Sale will starts after Sale ends in

{{ __( "Pay with Gift Card to get sale price: :itemCurrency:price", { 'itemCurrency' : itemCurrency, 'price' : (item.giftcard_price ? priceFormat(item.giftcard_price) : '0.00') } ) }} ({{ itemCurrency }}{{ priceFormat(item.giftcard_price / item.bundle_specification) }}/{{ item.unit }}) Details

Best before

Currently unavailable.

We don't know when or if this item will be back in stock.

Unavailable in your area.

Sold Out

Details

Full product details

Editer Recommend

营销管理大师科特勒

针对贫困问题而专门提出的市场解决之道

项目经理人的必读经典之作

Content Description

本书对于社会营销如何帮助人们摆脱贫困，是一个非常重要而不可多得的贡献。科特勒和李罗列了为社会利益实现大规模行为改变的方法论和工具，并展示了30年来在解决公共健康和社会问题的工作中真正起作用的诸多原则。
此书始终强调作者的信念，即帮助穷人摆脱贫困的工作，在于利用营销工具来理解、影响并赋予穷人参与开发属于他们自己的解决方案的能力。此项工作把社会营销定位成一种政策工具，它应该受到那些以深思熟虑和系统的方式来解决贫困问题的政策制定者、方案规划者以及地方政府领导者所使用。

Author Description

刘登屹

上海交通大学营销战略研究所副所长，上海市品牌战略工程特聘教授，中国市场学会营销创新课程专聘教授，圣彼得堡国立技术大学访问教授。兼任清华大学战略品牌管理客座教授，中国-东盟博览会特聘战略专家，美国Nasdaq上市公司众品集团独立董事，江西正邦集团高级战略发展顾问等职务。

程勇

安阳工学院市场营销学专职教师，深圳大学市场营销专业硕士，市场营销专业在职博士。目前兼任多家大型企业战略、营销等高级顾问。

Catalogue

第一部分理解贫困问题及其广泛的解决方案
第1章为什么贫困伤害每个人2
谁是穷人？有多少穷人？ / 4
穷人生活在哪里？ / 6
他们为什么贫穷？ / 10
我们为什么要关心穷人？ / 12
摘要 / 15
第2章检查现有的解决方案18
建议的主要扶贫战略 / 19
需要一个多边战略 / 21
活跃的反贫困基金组织 / 2
目前50个帮助穷人的具体措施 / 27
善意计划的意外结果 / 31
为什么营销思维必须加入贫困解决方案？/ 32
关于穷人的六个关键性理解 / 33
不是做什么，而是如何做 / 35
摘要 / 36

第3章社会营销解决方案39
是什么介入了改变某人行为的企图？ / 40
什么是社会营销？ / 42
与贫困有关的问题能从社会营销中得到什么
益处？ / 43
社会营销与商业营销、非营利营销和公共部门
的营销有何不同？ / 45
社会营销的主要原理是什么？ / 47
社会营销概念是如何进化的？ / 49
谁来做社会营销？ / 52
影响社会问题的其他方式有哪些？ / 53
在影响上游的因素中，社会营销的作用有哪些？ / 54
摘要 / 55
第二部分应用市场营销的视角和解决方案
第4章细分贫困市场60
确定目标市场优先次序的步骤 / 66
传统的市场细分理论与实践 / 66
通过贫困水平细分市场 / 69
宏观细分方法的盛行及其问题 / 71
微观细分市场的案例 / 72
推荐的社会营销运动细分战略 / 76
选择细分变量时的额外考虑 / 77
摘要 / 81

第5章评价与选择目标市场优先次序84
评价细分市场的模型 / 91
摘要：应选择哪个模型？ / 105
第6章确定期望的行为改变108
什么是期望的行为？ / 114
行为改变理论 / 116
行为选择的分析模型 / 126
摘要 / 130
第7章理解障碍、利益和竞争134
障碍 / 137
利益 / 140
竞争 / 144
摘要 / 147
第8章开发期望的定位和战略营销组合152
定位 / 159
战略营销组合（4Ps） / 161
摘要 / 175
第9章开发社会营销计划179
步骤1：背景、目的和焦点 / 181
步骤2：形势分析 / 182
步骤3：目标受众轮廓 / 183
步骤4：营销目的和目标 / 185
步骤5：影响行为采取的因素 / 186
步骤6：定位陈述 / 187
步骤7：营销组合战略 / 187
步骤8：监控和评估计划 / 191
步骤9：预算 / 192
步骤10：执行计划和行动管理 / 193
摘要 / 193
第三部分确保一个整合的方法
第10章公共部门在扶贫中的角色198
政府机构在扶贫中发挥什么不同的和关键的作用？ / 203
美国政府机构在扶贫中所发挥的作用 / 205
中国政府机构的作用 / 207
孟加拉国政府的作用 / 209
政府在扶贫上所起作用的整体观点 / 210
公共部门的社会营销 / 211
摘要 / 213
第11章非营利部门在扶贫中的角色216
什么是非营利组织？它们为什么对于扶贫来说
是必要的？ / 216
非营利组织在扶贫中起什么不同的和关键的
作用？ / 221
贫困地区有哪些重要的非营利组织？ / 223
在一个国家与贫困问题进行战斗的非营利组织 / 227
非营利组织的社会营销 / 231
摘要 / 234

第12章私营部门在扶贫中的角色236
私营部门在扶贫中的独特角色 / 241
过去的商业行为 / 243
企业需要变革 / 245
企业参与贫困问题 / 246
公司降低产品和服务成本的努力 / 249
私营部门的社会营销 / 250
摘要 / 252
第13章让三个部门合作扶贫256
开发一个三方战略（Three-Way Strategy） / 259
关于三方战略如何运作的更多内容 / 262
回到三方关系 / 268
摘要 / 270

致谢273

Book Abstract

《脱离贫困：社会营销之道》：
津巴布韦，早上5点钟，为了能让四个年龄在5～11岁的兄弟姐妹们解渴，年仅13岁的奇波不得不行走2英里前去取水。她准备好了一小锅稀粥，不知道当天晚上她去哪里找些吃的来喂养他们。她不得不带已经腹泻一周的最小的弟弟去一个4英里远的诊所，在那里她将面临一个很长时间的等待。她的父母今年早些时候死于艾滋病。她的邻居们也很穷，但他们都为她提供了些许的帮助。她没敢奢望去上学；她的兄弟姐妹和他们的生存是她唯一关心的。
同时，在新泽西州纽瓦克的一个加油站附近的自动贩卖机旁边，吉姆发现了已经很久没能看到的苏珊娜。当看到她骨瘦如柴、衣衫褴褛时，他大吃一惊。
她身体衰弱，解释说因为她没有钱买食物，她还没有吃多少东西。三年前，她被一个醉酒的司机撞着，那次事故给她造成多处骨折。她在医院里待了几个月，而当她回到家时，她的丈夫与她离了婚。她一直靠每月700美元的赡养费和60美元的食物券生活。她申请伤残援助却被告知没有资格。她也申请过兼职工作，但当雇主看到她依靠拐杖行走时，他们立即就打消了雇用她的想法。她每月的房租是430美元，物业账单是90美元，电话账单为60美元。每月她为去医生那里看病和买处方药要花费70美元，此外还有每月40美元的天然气费。她通常在每月中旬花完食品券，用剩下10美元购买食品。苏珊娜忍住眼泪，述说不洗澡如何可怕，但食品券并不包含肥皂和洗发水。
大多数的穷人像奇波和苏珊娜一样，她们可怕的命运被我们熟知。我们看到很多挨饿者、失业者和无家可归者的面孔。我们了解很多性别上的不平等、文盲并为了卫生保健或获得净水步行一小时的村民。我们知道那些经历了年幼的孩子死于腹泻病的母亲、死于分娩的母亲以及早熟的母亲。我们也经常被提及那些大量患有肺结核、疟疾或者艾滋病毒／艾滋病的人。我们听到了很多农田每年减产的人，牲畜不健康的人，以及水资源被污染的人。
但是，贫困对于其余的人——我们这些非贫困人口的影响有哪些？我们认为它的影响是巨大的，这将在本章加以证明。多年来，已经有许多书论及贫困问题，它形成的原因以及治理方案。有些人以360度的视角，提供经常涉及经济措施的广泛政策和解决办法。也有些人非常接近贫困的受害者，描述他们的困难和痛苦。《脱离贫困：社会营销之道》与之不同，它聚焦实地调研，试图解决饥饿、疾病、缺乏教育和计划生育、水资源不足或者污染等特殊的问题，还有其他引起贫困的问题。我们相信，伴随着概念、工具和原理等，社会营销正在发展的领域可以显著的解决这些问题，并找到遗失在贫困解决方案组合中的东西。
我们持续地把关注的焦点和注意力，集中在那些想要帮助自己的穷人。他们真正想要和需要的那些能够解决障碍问题和支持他们摆脱贫困的行为到底是什么？他们无家可归，不知道什么资源可用或者如何获得它们；想要计划生育的妇女数以百万计，但她们无法说服自己的丈夫；贫穷的农民不敢尝试化肥，因为他们听说那样可能对牲畜不利；性工作者如果建议她们的客人使用安全套，就会担心失去生意，甚至被判入狱；渔民认为送到他们门前的蚊帐是用来捕获更多的鱼的；年轻人缺乏工作需要的计算机技能；肺结核患者因为感觉好了些，所以就可以停止药物治疗了；贫困家庭想省钱，因而不信任金融机构；孩子们往往因河盲症引起瘙痒成为被戏弄的对象而辍学；高中生因为参加课程少、落下学业而无法毕业。
……

Specifications

Brand

Jingdong book

Brand Origin

China

Disclaimer

Product packaging, specifications and price are subject to change without notice. All information about the products on our website is provided for information purposes only. Please always read labels, warnings and directions provided with the product before use.

View Full Terms of Use

Scan to Share

Add to favorites

{{ $isZh ? coupon.coupon_name_sub : coupon.coupon_ename_sub | formatCurrency }}

Clip coupons

Quantity

{{buttonTypePin == 3 ? __("Scan to view more PinGo") : __("Scan to start")}}

Sold by JD@CHINA

Ship to

Free shipping over 69

Genuine guarantee

View details

Region

Added to Cart

Keep Shopping

More to Consider

Coupons

Clip Clipped Over

Expires soon {{ formatTime(coupon.use_end_time) }}

Share this item with friends

Cancel

Yami Gift Card

Get this exclusive deal when paying with gift card

Terms and Conditions

Gift card deals are special offers for selected products;

The gift card deals will automatically be activated if a customer uses gift card balance at check out and the balance is sufficient to pay for the total price of the shopping cart products with gift card deals;

You will not be able to activate the gift card deals if you choose other payment methods besides gift card. The products will be purchased at their normal prices;

If your account balance is not enough to pay for the products with gift card deals, you can choose to reload your gift card balance by clicking on the Reload button at either shopping cart page or check out page;

Products that have gift card deals can be recognized by a special symbol showing 'GC Deal';

For any additional questions or concerns, please contact our customer service;

Yamibuy reserves the right of final interpretation.

Sold by Yami

Service Guarantee

Free Shipping over $49

Easy Returns

Ships from United States

Shipping

United States

Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

Yami is committed to provide our customers with a peace of mind when purchasing from us. Most items shipped from Yamibuy.com can be returned within 30 days of receipt of shipment (For Food, Beverages, Snacks, Dry Goods, Health supplements, Fresh Grocery and Perishables Goods, within 7 days of receipt of shipment due to damages or quality issues; To ensure that every customer receives safe and high-quality products, we do not provide refunds or returns for beauty products once they have been opened or used, except in the case of quality issues; Some products may have different policies or requirements associated with them, please see below for products under special categories, or contact Yami Customer Service for further assistance).
Thank you for your understanding and support.

Learn More

Sold by Yami

Terms and Conditions of Yami E-Gift Card

If you choose “Redeem automatically” as your delivery method, your gift card balance will be reload automatically after your order has been processed successfully;

If you choose “Send to Email”as your delivery method, the card number and CVV will be sent to the email address automatically;

Any user can use the card number and CVV to redeem the gift card, please keep your gift card information safely. If you have any trouble receiving email, please contact Yami customer service;

Yami gift card can be used to purchase both Yami owned or Marketplace products;

Yami gift card will never expire;

Yami gift card balance does not have to be used up at once;

Return Policy

Gift card that has already been consumed is non-refundable.

Sold by JD@CHINA

Fulfilled by Yami

Service Guarantee

Free Shipping over $49

Easy Returns

Ships from United States

Shipping

United States

Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Sold by JD@CHINA

Yami-China FC

Service Guarantee

Cross-store Free Shipping over $69

30-days Return

Yami-China FC

Yami has a consolidation warehouse in China which collects multiple sellers’ packages and combines to one order. Our Yami consolidation warehouse will directly ship the packages to your door. Cross-store free shipping over $69.

Return Policy

You may return products within 30 days upon receiving the products. Sellers take responsibilities for any wrong shipment or missing items. Packing needs to be unopened for any other than quality issues return. We promise to pack carefully, but because goods are taking long journey to destinations, simple damages to packaging may occur. Any damages not causing internal goods quality problems are not allowed to return. If you open the package and any quality problem is found, please contact customer service within three days after receipt of goods.

Shipping Information

Yami Consolidation Service Shipping Fee $9.99(Free shipping over $69)

Sellers in China will ship their orders within 1-2 business days once the order is placed. Packages are sent to our consolidation warehouse in China and combined there. Our Yami consolidation warehouse will directly ship the packages to you via UPS. The average time for UPS to ship from China to the United States is about 10 working days and it can be traced using the tracking number. Due to the pandemic, the delivery time may be delayed by about 5 days. The package needs to be signed by the guest. If the receipt is not signed, the customer shall bear the risk of loss of the package.

Sold by JD@CHINA

Service Guarantee

Free shipping over 69

Genuine guarantee

Shipping

Yami Consolidated Shipping $9.99(Free shipping over $69)

Seller will ship the orders within 1-2 business days. The logistics time limit is expected to be 7-15 working days. In case of customs clearance, the delivery time will be extended by 3-7 days. The final receipt date is subject to the information of the postal company.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

Download the Yami App

Feedback

Back Top

Reviews{{'('+ commentList.posts_count + ')'}}

Have your say. Be the first to help other guests.

Write a review

{{i}} star

{{i}} stars

{{ parseInt(commentRatingList[i]) }}%

{{ showTranslate(comment) }}Show Less

{{ strLimit(comment,800) }}Show more

Show Original

Show All

{{ formatTime(comment.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ comment.likes_count }} {{ comment.likes_count }} {{ comment.reply_count }} {{comment.in_user==uid ? __('Delete') : __('Report')}}

{{ showTranslate(comment) }}Show Less

{{ strLimit(comment,800) }}Show more

Show Original

Show All

{{ formatTime(comment.in_dtm) }} VERIFIED PURCHASE {{groupData}}

{{ comment.likes_count }} {{ comment.likes_count }} {{ comment.reply_count }} {{comment.in_user==uid ? __('Delete') : __('Report')}}

No related comment~

Load more reviews

Review

{{ showTranslate(commentDetails) }}Show Less

{{ strLimit(commentDetails,800) }}Show more

Show Original

Show All

{{ formatTime(commentDetails.in_dtm) }} VERIFIED PURCHASE {{groupData}}

Please write at least one word

Comments{{'(' + replyList.length + ')'}}