IDEAS home Printed from https://ideas.repec.org/a/seg/012016/v4y2019i3p81-91.html
   My bibliography  Save this article

Military Branding And Marketing. The Comparative Cases Of The Us And Ro Forces

Author

Listed:
  • Vlad Dumitrache

    (Associate Professor PhD., Regional Department of Defense Resources Management Studies, Brasov, Romania)

  • Cristina – Andrada Baba

    (Drd.The Bucharest University of Economic Studies)

Abstract

Defense represents an ever-growing market where education and training are crucial parts of the defense resource management process. In order to develop a proper recruitment process, use modern incentives and maintain retention in number of personnel in today’s global economy, marketing tools such as branding become even more relevant for the decision makers. It is the purpose of this paper to analyze the tools and marketing techniques used by the US military and compare them to the transition process in terms of military marketing that the Romanian Military is facing. What are some of the advantages of the US model, what are some of the gaps and shortfalls of the Romanian system, what can and cannot be adapted to a European social welfare model and what are some of the minimum requirements in terms of recruitment in NATO are some of the questions that this paper aims to answer.

Suggested Citation

  • Vlad Dumitrache & Cristina – Andrada Baba, 2019. "Military Branding And Marketing. The Comparative Cases Of The Us And Ro Forces," Journal of Smart Economic Growth, , vol. 4(3), pages 81-91, December.
    • Handle: RePEc:seg:012016:v:4:y:2019:i:3:p:81-91
    as

    Download full text from publisher

    File URL: https://jseg.ro/index.php/jseg/article/view/82/76
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:seg:012016:v:4:y:2019:i:3:p:81-91. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Radu Lixandroiu (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.