Overview

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.

Full Product Details

Author:   Lisa Merriam ,  Milton Kotler
Publisher:   Rowman & Littlefield
Imprint:   Rowman & Littlefield
Dimensions:   Width: 18.60cm , Height: 1.50cm , Length: 26.40cm
Weight:   0.476kg
ISBN:  

9781538137536

ISBN 10:   1538137534
Pages:   168
Publication Date:   29 April 2020
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   To order  
Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us.

Table of Contents

Reviews

What this new book does is explain ISIS and Islamic terrorists have a strong brand they have aggressively pushed through social media and traditional media.--Peter Huessy, President, Geostrategic Analysis of Potomac Maryland and Director of Strategic Deterrent Studies at the Mitchell Institute of the AIr Force Association and Guest Instructor, US Naval Academy A keystone in counterterrorism strategy.--John Robusto, Former Deputy Commander, Chief of Naval Operations, Information Operations When President Reagan assumed the Presidency, he turned to a Hollywood legend --Charles Wick--to completely revamp the arms of the US government that told America's story to the world. The US Information Agency was thus transformed. What this new book does is explain even the very bad guys--and ISIS and Islamic terrorists are indeed thugs--have a strongly held narrative and ideology that they have aggressively pursued especially through social media but also using the traditional dominant media as well. To a very large extent, the United States and its partners in this fight against those who employ terror against us, have failed to understand the very persuasive power of this jihadi weaponization, and have also abysmally failed to develop our own counter argument. If we are not part of the debate the narrative will be determine by those totalitarian elements that want to see our civilization end. It is time we woke up and understood telling our story well will determine whether or not our children and grandchildren also have such a story to tell as well.--Art Tauder, former Vice Chairman of McCann WorldGroup

Merriam and Kotler recognize that modern war is not merely an exercise in controlling territory, or killing enemy soldiers, but rather a war over hearts and minds. ISIS is unique in its great emphasis on sophisticated propaganda - especially viral videos--as a tool of war. Nations that have resisted this effectively, like Jordan, have engaged in the battle of values as much as the battles on the battlefield. Merriam and Kotler recognize this startling, new, 21st-century style of warfare, and explain how to fight back against it--both effectively and with due regard for the intellectual autonomy of the audience.--Alan Grayson, Former US Congressman (D-FL) What this new book does is explain ISIS and Islamic terrorists have a strong brand they have aggressively pushed through social media and traditional media.--Peter Huessy, President, Geostrategic Analysis of Potomac Maryland and Director of Strategic Deterrent Studies at the Mitchell Institute of the AIr Force Association and Guest Instructor, US Naval Academy A keystone in counterterrorism strategy.--John Robusto, Former Deputy Commander, Chief of Naval Operations, Information Operations When President Reagan assumed the Presidency, he turned to a Hollywood legend --Charles Wick--to completely revamp the arms of the US government that told America's story to the world. The US Information Agency was thus transformed. What this new book does is explain even the very bad guys--and ISIS and Islamic terrorists are indeed thugs--have a strongly held narrative and ideology that they have aggressively pursued especially through social media but also using the traditional dominant media as well. To a very large extent, the United States and its partners in this fight against those who employ terror against us, have failed to understand the very persuasive power of this jihadi weaponization, and have also abysmally failed to develop our own counter argument. If we are not part of the debate the narrative will be determine by those totalitarian elements that want to see our civilization end. It is time we woke up and understood telling our story well will determine whether or not our children and grandchildren also have such a story to tell as well.--Art Tauder, former Vice Chairman of McCann WorldGroup

[Weaponized Marketing] lays out how the proven successful practices that build global brands can be used to defeat Radical Islam terrorism.--Art Tauder, former Vice Chairman of McCann WorldGroup A keystone in counterterrorism strategy.--John Robusto, Former Deputy Commander, Chief of Naval Operations, Information Operations When President Reagan assumed the Presidency, he turned to a Hollywood legend --Charles Wick--to completely revamp the arms of the US government that told America's story to the world. The US Information Agency was thus transformed. What this new book does is explain even the very bad guys--and ISIS and Islamic terrorists are indeed thugs--have a strongly held narrative and ideology that they have aggressively pursued especially through social media but also using the traditional dominant media as well. To a very large extent, the United States and its partners in this fight against those who employ terror against us, have failed to understand the very persuasive power of this jihadi weaponization, and have also abysmally failed to develop our own counter argument. If we are not part of the debate the narrative will be determine by those totalitarian elements that want to see our civilization end. It is time we woke up and understood telling our story well will determine whether or not our children and grandchildren also have such a story to tell as well.--Art Tauder, former Vice Chairman of McCann WorldGroup

Author Information

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 organization’s Brilliance in Marketing video series. She teaches marketing classes for Columbia University’s 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, Crain’s, BBC, NBC, CNN and others. She has provided marketing expertise to MetLife, ExxonMobil, ConocoPhillips, Chevron, Disney, BMW, Johnson & Johnson, Canon, UPS, Coca-Cola, Lancôme, 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 lives—ideas that are highly relevant to citizens in the Middle East.

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