We Want You: It Takes a Village To Market the Army

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 Army's 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.

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Document Details

Document Type
Technical Report
Publication Date
Mar 01, 2013
Accession Number
ADA589335

Entities

People

  • Daniel C. Hodne

Organizations

  • United States Army War College

Tags

Communities of Interest

  • Human Systems

DTIC Thesaurus Topics

  • Army Personnel
  • Business Administration
  • Department Of Defense
  • Education
  • Employment
  • Enlisted Personnel
  • Environment
  • Management Personnel
  • Marketing
  • New York
  • Organizational Structure
  • Personnel Management
  • Recruiting
  • Students
  • Training
  • United States
  • War Colleges

Readers

  • Defense Technology Research and Development.
  • Military History of the United States in the 20th Century.