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

Abstract

The Army's 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.

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Document Details

Document Type
Technical Report
Publication Date
Feb 16, 2017
Accession Number
AD1028011

Entities

People

  • Brian C. Darling

Tags

Communities of Interest

  • Biomedical

DTIC Thesaurus Topics

  • Business Administration
  • Education
  • Information Operations
  • Job Training
  • Law
  • Management Personnel
  • Marketing
  • National Guard
  • New Jersey
  • Noncommissioned Officers
  • Organizational Structure
  • Personnel Management
  • Recruiting
  • Training
  • United States
  • Vietnam War
  • War

Readers

  • Economics
  • Military History of the United States in the 20th Century.