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A Qualitative Study Exploring the Ef...

Williams, Ryan Joseph,

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A Qualitative Study Exploring the Effectiveness of U.S. Army Marketing Strategy on Recruiting Success /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	A Qualitative Study Exploring the Effectiveness of U.S. Army Marketing Strategy on Recruiting Success // Ryan Joseph Williams.
作者:	Williams, Ryan Joseph,
面頁冊數:	1 electronic resource (100 pages)
附註:	Source: Dissertations Abstracts International, Volume: 86-01, Section: A.
Contained By:	Dissertations Abstracts International86-01A.
標題:	Military studies. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31294318
ISBN:	9798383222690

A Qualitative Study Exploring the Effectiveness of U.S. Army Marketing Strategy on Recruiting Success /
Williams, Ryan Joseph,

A Qualitative Study Exploring the Effectiveness of U.S. Army Marketing Strategy on Recruiting Success /Ryan Joseph Williams. - 1 electronic resource (100 pages)

Source: Dissertations Abstracts International, Volume: 86-01, Section: A.

This research examines the lived experiences of U.S. Army recruiters attempting to better understand the efficacy of Army marketing strategies on recruiting success. Qualitative research methods were used to examine the common themes and connections focused on answering three primary research questions. The research questions sought to answer whether digital or traditional marketing strategies were more effective, if digital marketing strategies has the potential to improve the supply and demand problems in attaining qualified candidates for military service, and what barriers, if any, recruiters faced in meeting mandated mission requirements. The method used was qualitative ground theory approach through the use of semi-structured interviews. Seven self-selected participants identifying as U.S. Army active-duty recruiters with MOS 79R participated in the study. Data analysis supported the literature in reference to how often the U.S. Army switches marketing campaigns. Participants felt that changing slogans often creates confusion, and the Army should continue to use their current slogan to be more inclusive of potential candidates. The analysis also revealed that both digital and traditional marketing strategies are important for generating interest and potential enlistments. However, the data were inconclusive as to whether digital marketing strategies have the potential to improve the supply and demand problem in recruiting. Finally, the findings indicated that barriers exist in recruiting. Identified barriers included the GENESIS system, leadership, lack of work ethic, aptitude test scoring, and physical/mental disqualification.

English

ISBN: 9798383222690Subjects--Topical Terms:

2197382
Military studies.
Subjects--Index Terms:

U.S. Army recruiters

A Qualitative Study Exploring the Effectiveness of U.S. Army Marketing Strategy on Recruiting Success /
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