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Weaponized Marketing: Defeating Islamic Jihad with Marketing That Built the World's Top Brands [Minkštas viršelis]

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  • Formatas: Paperback / softback, 168 pages, aukštis x plotis x storis: 255x180x9 mm, weight: 304 g, 20 Color Photos, 6 Graphs, 6 Tables
  • Serija: Security and Professional Intelligence Education Series
  • Išleidimo metai: 29-Apr-2020
  • Leidėjas: Rowman & Littlefield Publishers
  • ISBN-10: 1538137542
  • ISBN-13: 9781538137543
Kitos knygos pagal šią temą:
Weaponized Marketing: Defeating Islamic Jihad with Marketing That Built the World's Top BrandsDidesnis paveikslėlis
  • Formatas: Paperback / softback, 168 pages, aukštis x plotis x storis: 255x180x9 mm, weight: 304 g, 20 Color Photos, 6 Graphs, 6 Tables
  • Serija: Security and Professional Intelligence Education Series
  • Išleidimo metai: 29-Apr-2020
  • Leidėjas: Rowman & Littlefield Publishers
  • ISBN-10: 1538137542
  • ISBN-13: 9781538137543
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781538137543.html
Raktažodžiai:
Because Islamic jihad wins through marketing, Weaponized Marketing proposes to fight back with this marketing battle plan that uses the techniques that built the world’s leading brands to succeed where military might and diplomacy have failed.
List of Figures, Photos, and Tables
x
Foreword xi
Philip Kotler
Preface xiii
About the Authors xiv
01 Why Weaponize Marketing
1(8)
Terrorism as Marketing
1(2)
Terror's Seven Core Marketing Goals
3(3)
Time to Fight Marketing with Marketing
6(1)
A Handbook for Weaponizing Marketing to Defeat Islamic Jihadists
7(2)
02 A Revolutionary Approach To Win
9(10)
Why? To End the Death and Destruction of Islamic Jihad
9(1)
Political Correctness Does Not Help Here
10(2)
The Problem Is Islam and the Solution Is Islam
12(1)
Not Moderate Muslims but Revolutionaries
13(1)
Propaganda vs. Marketing: Fighting Hateful Lies with Beneficial Truth
13(3)
Customer-Centric Cocreation
16(3)
03 How We Fail Today
19(28)
Media Jihad: Islamic Groups Have Always Seen Marketing as a Weapon
20(2)
Centralized ISIS Brand Leadership and Resources
22(3)
ISIS Uses a Proven Marketing Model
25(1)
By, With, and Through: ISIS Cocreation and Crowdsourcing
26(1)
"Open Source" Brand and Unstoppable Tactics
27(3)
When All Else Is Lost, There Still Is Marketing
30(2)
Slow US Realization That Fighting Islamic Jihad Is a Marketing War
32(2)
Scattered, Fragmentary, Unstrategic American Approaches
34(1)
Failure of the "Narrative" Fight
35(1)
Futile, Counterproductive "Take It Down" Tactic
35(3)
The Government Approach to Competing against Pepsi: One Tactic---No Brand or Strategy
38(3)
A Sampling of Failing Tactics
41(4)
How We Lose the Marketing Fight
45(2)
04 Understanding The "Market" For Islamic Jihad
47(20)
A Model for Understanding the Marketing Landscape
47(1)
"Customer" Segments for Islamic Jihadists' Messages
48(6)
Target the Right People
54(1)
Assessing the Competition
54(1)
Competitive Audit: Islamic Jihadists
55(3)
The Value of "Competition" in the War of Ideas
58(1)
Insight for Products
59(2)
Message Development
61(1)
Media---Getting the Message Across
62(1)
Trends and Influences
63(1)
Using Research Effectively
64(3)
05 Replacing Policy With Product
67(18)
A Short History of Marketing Failure: Failed Policies in the Middle East
67(2)
Start with the Customer
69(1)
Defining a Comprehensive Product
70(1)
Requirements for a Product to Compete with Islamic Jihad
70(1)
Product Feature: Religion
71(1)
Product Feature: Politics
72(3)
Product Feature: Economy
75(1)
Product Feature: Education
76(1)
Product Feature: Culture and Society
77(3)
Product Development Process
80(1)
Minimum Viable Product---Lean Start-Up Mentality
81(1)
Encourage Competitive Products in the Islamist Aisle
82(1)
Replacing Vain Hope with Viable Options
83(2)
06 Creating A Better Brand
85(22)
What Is a Brand and What Is Branding?
85(2)
Defining a Brand
87(1)
Defining the Coca-Cola Brand
87(1)
Defining the Brand for Islamic Jihad
88(2)
Designing a Brand Identity
90(1)
Designing a Brand Identity: Coca-Cola
91(1)
Designing a Brand Identity: Islamic Jihad
91(2)
Brands in Action
93(1)
New and Improved Brands, Better Marketing, Same Product
94(1)
Co-opted Brand: A Tragedy for Islam, the Middle East, and Its People
95(1)
Fighting a Brand with a Better Brand: Defining the Alternative
96(6)
Designing a Brand to Challenge ISIS
102(1)
Brand Design Inspiration: Current Events
103(1)
Brand Design Inspiration: Religion
104(1)
Brand Design Inspiration: Culture
105(2)
07 Leading The Charge: Fighting The Marketing War
107(22)
Power Diffusion in the Age of Insurgency
107(2)
Persuasion Is the Only Real and Durable Way to Get and Use Power Today
109(1)
Islamic Jihad Harnesses Cocreation
110(1)
Why Weaponized Marketing Might Not Be a Government Initiative
111(2)
A Skunk Works® Philosophy
113(2)
Leading an Insurgent Project Culture
115(3)
Management Tools
118(3)
Go-to-Market Tactics: Activities and Content
121(1)
Distribution: Getting the Story Out
122(4)
Islamic Jihad Remains on the March
126(1)
Failure Is an Option
127(2)
Notes 129(19)
Index 148
Lisa Merriam is a prominent marketer based in New York City. She sits on the board of directors of the American Marketing Association New York and is host of the organizations Brilliance in Marketing video series. She teaches marketing classes for Columbia Universitys Executive MBA program. She has joined both Milton Kotler and Philip Kotler as a featured speaker at international marketing conferences and has been interviewed by Forbes, The Atlantic, Success Magazine, Crains, BBC, NBC, CNN and others. She has provided marketing expertise to MetLife, ExxonMobil, ConocoPhillips, Chevron, Disney, BMW, Johnson & Johnson, Canon, UPS, Coca-Cola, Lancōme, McGraw-Hill, ADP, Subway, and other Fortune 500 and entrepreneurial firms. Lisa has travelled extensively in Syria, worked with female entrepreneurs in Saudi Arabia, and created the marketing opportunity briefing for the Iraq Ministry of Oil. She has helped write Mastermind: The Many Faces of the 9/11 Architect, Khalid Shaikh Mohammed. She is co-founder with a former U.S. Navy SEAL commander with the DEVGRU of Phoca Press, which publishes works by, for, and about the Naval Special Warfare community.









Milton Kotler has over forty years of professional experience in marketing strategy. Indeed, the Kotler name is renowned in the field of marketing. He is President of Kotler Marketing Group, headquartered in Washington DC, with offices in Shenzhen and Beijing, China. Kotler Marketing Group conducts projects in marketing strategy and organization; brand management; and pricing, product development, distribution and pricing analysis and tactics around the world. Mr. Kotler has led strategic projects for Ford Motors, SBC, J.P. Morgan, Motorola, Pfizer, British Telecom, IBM and other Fortune 500 companies. He co-authored with his brother Philip Kotler Market Your Way to Growth: 8 Ways to Win, (Wiley, 2013) and Winning Global Markets (Wiley, 2014) is a frequent speaker on marketing topics around the world. Milton combines marketing expertise with a background in governing. At a time of intense urban civil unrest in the United States, his book Neighborhood Government: The Local Foundations of Political Life (Bobbs Merril, 1969, now Lexington Books) was the first to forcefully demonstrate how governance on the neighborhood level could allow Americans to regain liberty and the right to govern their own livesideas that are highly relevant to citizens in the Middle East.