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):

Report Date:

2013-03-01

Pagination or Media Count:

36.0

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 Armys 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.

Subject Categories:

  • Administration and Management
  • Personnel Management and Labor Relations
  • Military Forces and Organizations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE