Applying Modern Marketing Concepts to Military Recruiting

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.

Open PDF

Document Details

Document Type
Technical Report
Publication Date
Mar 03, 2000
Accession Number
ADA383747

Entities

People

  • Rick E. Ayer

Organizations

  • Naval War College

Tags

Communities of Interest

  • Biomedical
  • Engineered Resilient Systems
  • Human Systems
  • Materials and Manufacturing Processes

DTIC Thesaurus Topics

  • Army Personnel
  • Business Administration
  • Computer Simulations
  • Congress
  • Decision Support Systems
  • Employment
  • Enlisted Personnel
  • Lessons Learned
  • Management Personnel
  • Military Research
  • National Security
  • Organizational Structure
  • Personnel Management
  • Students
  • United States
  • War Colleges
  • Warfare

Readers

  • Economics
  • Military History / Militaries and War Studies
  • Naval Personnel Management