engleski

The role of e-marketing in military recruiting

Internet has greatly influenced changes in marketing activities in the area of military recruiting. The subject of this article is to establish scientifically all aspects of Internet in military recruiting using already established principles of nonprofit marketing, and also to explore how this is manifested on the official military web pages. From the researches that have been carried out, it is clearly visible that significant number of countries recognizes advantages of Internet not only as passive place where you can provide basic information about military and recruitment, but as an active Web marketing place where you can systematically perform some of marketing activities. These web pages enable interactive communication with potential candidates, and on certain number of web pages relationship marketing is being implemented. According to research results most developed countries have military web pages corresponding to high standards which are set in Internet marketing, as opposed to less developed ones, which are still not present enough in this new media.

e- marketing; military recruiting

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