Applying Modern Marketing Concepts to Military Recruiting

摘要

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.