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Making Mission : = J. Walter Thompson, the Marine Corps, and the Business of Military Recruiting, 1970-1977.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Making Mission :/
Reminder of title:	J. Walter Thompson, the Marine Corps, and the Business of Military Recruiting, 1970-1977.
Author:	Scovel, Thomas G.
Description:	1 online resource (106 pages)
Notes:	Source: Masters Abstracts International, Volume: 83-12.
Contained By:	Masters Abstracts International83-12.
Subject:	Military history. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29068326click for full text (PQDT)
ISBN:	9798802726235

Making Mission : = J. Walter Thompson, the Marine Corps, and the Business of Military Recruiting, 1970-1977.
Scovel, Thomas G.

Making Mission :J. Walter Thompson, the Marine Corps, and the Business of Military Recruiting, 1970-1977. - 1 online resource (106 pages)

Source: Masters Abstracts International, Volume: 83-12.

Thesis (M.A.)--The University of North Carolina at Chapel Hill, 2022.

Includes bibliographical references

In order to successfully transition to a new model of military manpower in the years following the Vietnam War, Marine officers in Headquarters, Marine Corps placed their faith in the power of American business through their partnership with advertising giant J. Walter Thompson, Company. Utilizing documents from the J. Walter Thompson Company archives at Duke University in Durham, NC, I examine the relationship between the U.S. Marine Corps and its advertising partner between the years 1970 and 1977. During these critical years Thompson admen entwined themselves in the inner-most workings of Marine recruiting to mold Marine recruiters into professional salesmen. In the midst of an institutional crisis in 1976, General Louis Wilson, Jr. announced his intention to completely reform Marine recruiting. These reforms, subsequently adopted and institutionalized across the service in 1977, were part of a larger framework for recruiting first developed by the admen at Thompson as early as 1971. It was this framework that set the Marine Corps on a path for success in recruiting during the era of the all-volunteer force.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798802726235Subjects--Topical Terms:

552332
Military history.
Subjects--Index Terms:

AdvertisingIndex Terms--Genre/Form:

542853
Electronic books.

Making Mission : = J. Walter Thompson, the Marine Corps, and the Business of Military Recruiting, 1970-1977.
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100 1 $a Scovel, Thomas G. $3 3693470
245 1 0 $a Making Mission : $b J. Walter Thompson, the Marine Corps, and the Business of Military Recruiting, 1970-1977.
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500 $a Source: Masters Abstracts International, Volume: 83-12.
500 $a Advisor: Lee, Wayne.
502 $a Thesis (M.A.)--The University of North Carolina at Chapel Hill, 2022.
504 $a Includes bibliographical references
520 $a In order to successfully transition to a new model of military manpower in the years following the Vietnam War, Marine officers in Headquarters, Marine Corps placed their faith in the power of American business through their partnership with advertising giant J. Walter Thompson, Company. Utilizing documents from the J. Walter Thompson Company archives at Duke University in Durham, NC, I examine the relationship between the U.S. Marine Corps and its advertising partner between the years 1970 and 1977. During these critical years Thompson admen entwined themselves in the inner-most workings of Marine recruiting to mold Marine recruiters into professional salesmen. In the midst of an institutional crisis in 1976, General Louis Wilson, Jr. announced his intention to completely reform Marine recruiting. These reforms, subsequently adopted and institutionalized across the service in 1977, were part of a larger framework for recruiting first developed by the admen at Thompson as early as 1971. It was this framework that set the Marine Corps on a path for success in recruiting during the era of the all-volunteer force.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2023
538 $a Mode of access: World Wide Web
650 4 $a Military history. $3 552332
650 4 $a American history. $3 2122692
650 4 $a Military studies. $3 2197382
653 $a Advertising
653 $a All-volunteer
653 $a Culture
653 $a Thompson, J. Walter
653 $a Marine Corps
653 $a Recruiting
655 7 $a Electronic books. $2 lcsh $3 542853
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690 $a 0337
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710 2 $a ProQuest Information and Learning Co. $3 783688
710 2 $a The University of North Carolina at Chapel Hill. $b History. $3 1020236
773 0 $t Masters Abstracts International $g 83-12.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29068326 $z click for full text (PQDT)