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Weaponized Marketing: Defeating Islamic Jihad with Marketing That Built the World's Top Brands (en Inglés)
Milton Kotler
(Autor)
·
Lisa Merriam
(Autor)
·
Rowman & Littlefield Publishers
· Tapa Blanda
Weaponized Marketing: Defeating Islamic Jihad with Marketing That Built the World's Top Brands (en Inglés) - Merriam, Lisa ; Kotler, Milton
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Origen: Estados Unidos
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Reseña del libro "Weaponized Marketing: Defeating Islamic Jihad with Marketing That Built the World's Top Brands (en Inglés)"
Islamic jihadists win with marketing. Terrorism is a form of marketing; an act of communication as much as it is an act of violence. While much has been written about the growing sophistication of marketing by Islamic jihadists, what is missing is a solution. Today, the Middle East is going through tectonic change with a promising new generation hungry for a different world. We need a better approach. We must fight back with a marketing battle plan. Weaponized Marketing: Defeating Islamic Jihad with Marketing That Built the World's Top Brands offers a blueprint for success in the marketplace of ideas. This book breaks new ground by applying proven business methods to intractable military and diplomatic problems. It provides a comprehensive understanding of how marketing works and how terrorists use it. Most importantly, it presents an effective alternative to the failing efforts to argue through a "counter-narrative" and spread through social media. Where bullets, bombs, policy papers, and press releases have failed, a marketing approach--radical for government--has a solid track record for businesses that built the world's most successful brands.
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El libro está escrito en Inglés.
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