Accession Number : ADA589335


Title :   We Want You: It Takes a Village To Market the Army


Descriptive Note : Research paper


Corporate Author : ARMY WAR COLLEGE CARLISLE BARRACKS PA


Personal Author(s) : Hodne, Daniel C


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/a589335.pdf


Report Date : Mar 2013


Pagination or Media Count : 36


Abstract : Maintaining the highest quality all-volunteer Army serves a vital national interest; therefore, systems should be in place for it to become a national effort. This process begins with the Army's deep reflection, followed by its willingness to change its organizational culture. The Army may find itself suited to adopt a marketing culture while maintaining its warfighting edge. Such a transformation might also help the Army establish deeper relationships with the society and nation it serves. This paper will explore the challenges of Army marketing in an environment of increasing fiscal austerity, and recommend an innovative strategy that incorporates a comprehensive approach to achieve national unity of effort.


Descriptors :   *ARMY , *MARKETING , *MILITARY FORCES(UNITED STATES) , *RECRUITING , ALL VOLUNTEER , MANPOWER , MILITARY STRATEGY , STRATEGIC COMMUNICATIONS


Subject Categories : Administration and Management
      Personnel Management and Labor Relations
      Military Forces and Organizations


Distribution Statement : APPROVED FOR PUBLIC RELEASE