"Selling the Drama": Army Marketing Strategies and the Future of Word-of-Mouth Marketing
New Jersey Army National Guard Joint Base McGuire-Dix-Lakehurst United States
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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.