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Philip Kotler about IAN
October 2009

In their new book "Up and Out of Poverty: The Social Marketing Solution" Philip Kotler and Nancy Lee (publisher Wharton School Publishing, 2009) have presented, among other, the results of IAN Telecentar work.

In this book, legendary marketing expert Philip Kotler and social marketing innovator Nancy Lee consider poverty from a radically different and powerfully new viewpoint: that of the marketer. Kotler and Lee assess each proposed path to poverty reduction, from traditional large-scale foreign aid to improved education and job training, economic development to microfinance. They offer powerful new insights into why so many anti-poverty programs fail - and propose a new paradigm that can achieve far better results. Kotler and Lee show how to apply advanced marketing strategies and techniques - including segmentation, targeting, and positioning - 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. The authors provide the first complete, marketing-informed methodology for addressing specific poverty-related problems - and assessing the results. They also demonstrate how national and local anti-poverty programs can be improved by more effectively linking government, NGOs, and private companies.

The book presents also the situation of vulnerable groups in Serbia (Roma, refugees and displaced persons, torture victims, long-term unemployed) and efforts of IAN Telecentar for helping them overcome their difficult sitation. Special attention has been devoted to IAN project Free IT education for vulnerable groups supported by Microsoft. According to the Project Manager "this project is a perfect example of how society can benefit from co-operation between the private and public sector. It is important that private companies-as well as governmental and non-governmental agencies-support the social goals of the country. In this period of rapid transformation in Serbia , all should give back as much as they can to the community."



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