Accession Number:

AD1028011

Title:

"Selling the Drama": Army Marketing Strategies and the Future of Word-of-Mouth Marketing

Descriptive Note:

Journal Article

Corporate Author:

New Jersey Army National Guard Joint Base McGuire-Dix-Lakehurst United States

Personal Author(s):

• Darling,Brian C.

Report Date:

2017-02-16

Pagination or Media Count:

16.0

Abstract:

The Armys current marketing theme, focusing on the Army team, is in keeping with the values, ethic, and culture that are integral parts of the Army brand. The purpose of this essay is to compare and contrast Army marketing strategies of the past and present, and to attempt to discern why some marketing campaigns were successful while others were not.

Descriptors:

• army
• national guard
• military reserves
• marketing
• recruiting
• noncommissioned officers
• training
• education
• PERSONNEL RETENTION

Subject Categories:

Distribution Statement:

APPROVED FOR PUBLIC RELEASE