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

reportActive / Technical Report | Accession Number: AD1028011 | Open PDF

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.

Author(s):
Darling, Brian C.
Author Organization(s):
New Jersey Army National Guard Joint Base McGuire-Dix-Lakehurst United States
Descriptive Note:
Journal Article
Supplementary Note:
The NCO Journal , 01 Jan 0001, 01 Jan 0001,
Pagination:
0016

Security Markings

DOCUMENT & CONTEXTUAL SUMMARY

Distribution:
Approved For Public Release
Distribution Statement:
Approved For Public Release;

RECORD

Collection: TR
Subject Terms
Joint Capability Areas:
JCA_1_Force Support; JCA_6.4.1_Secure Information Exchange; JCA_1.3_Human Capital Management; JCA_6_Net Centric; JCA_1.2_Force Preparation; JCA_1.3.2_Personnel Management; JCA_6.4_Information Assurance; JCA_5_Command and Control; JCA_8_Building Partnerships; JCA_1.2.3_Educating; JCA_5.3_Planning; JCA_8.1_Communicate; JCA_1.3.1_Personnel and Family Support; JCA_8.1.1_Inform Domestic and Foreign Audiences; JCA_1.2.1_Training; JCA_6.2.3_Core Enterprise Services; JCA_3.2_Engagement; JCA_3_Force Application; JCA_6.1_Information Transport; JCA_8.2_Shape
Communities of Interest:
Biomedical
Descriptor(s):
army, national guard, military reserves, marketing, recruiting, noncommissioned officers, training, education, PERSONNEL RETENTION
Keyword(s):
army reserves, army national guard, army values
Report Date:
2017 Feb 16
Creation Date:
2017 Apr 05