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Total Marketing: A Study of Image

机译:全面营销:形象研究

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Qualitative research methods--individuals interviews, projective techniques, andfocus groups--are applied to study the impact of the recruiting process on the recruits' images of the Army. The recruiting experiences (the stations, personnel, decor, MEPS, etc.) are shown to have significant meanings. The analysis indicates that the process makes recruits more realistic in their perceptions. It highlights the special influence of the recruiters, and suggests that advertising and the recruiting experience might be better integrated.

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