Accession Number:

ADA383747

Title:

Applying Modern Marketing Concepts to Military Recruiting

Descriptive Note:

Final rept

Corporate Author:

NAVAL WAR COLL NEWPORT RI ADVANCED RESEARCH PROGRAM

Personal Author(s):

Report Date:

2000-03-03

Pagination or Media Count:

126.0

Abstract:

The purpose of this paper is to explain how the Army should apply modern marketing concepts to military recruiting. The concepts described are either new to military recruiting or are an updated version of currently used concepts. The concepts and systems include social marketing, marketing research, market planning and product development, pricing and management. New simulated application including a strategic planning war game and a simulated test market are discussed. The marketing system described is not a complete replacement for the military recruiting system, but a bolt-in product that will revolutionize the focus and execution of Army recruiting.

Subject Categories:

  • Personnel Management and Labor Relations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE