Izvorni znanstveni članak
https://doi.org/10.7906/indecs.23.5.6
Transferring Marketing Experiences from the Military Sector into the Public Sector: A Conceptual Framework
Marija Gombar
orcid.org/0009-0000-8621-4007
; Croatian Defense Academy “Dr Franjo Tuđman”, Zagreb, Croatia
*
Marija Boban
; University of Split Faculty of Law, Split, Croatia
* Dopisni autor.
Sažetak
This article proposes a strategic communication model for the public sector, drawing inspiration from military marketing experiences, including segmentation, storytelling, and adaptive feedback loops. The background of the study lies in the growing need for civic legitimacy in fragmented trust environments, where traditional public messaging struggles to maintain credibility. The aim is to explore how emotionally resonant narratives and psychographic segmentation, which have been proven effective in defence and security communication, can enhance public engagement and resilience to disinformation. The research draws on secondary data from defence communication campaigns, including policy reports, social media analytics, and recent public campaigns. Methodologically, the article integrates simulated metrics with insights from defence-based messaging strategies such as the U.S. Army’s “What is Your Warrior?” and the UK’s “Snowflake Generation”. These cases are used to illustrate the model’s applicability. Findings suggest that strategic messaging, supported by real-time analytics, increases the perceived relevance and trustworthiness. Simulated scenarios involving vaccine awareness and environmental campaigns show how narrative alignment fosters stronger engagement, particularly among younger audiences. The model is conceptual and normative but offers a scalable framework for empirical testing. It emphasises ethical constraints, transparency, and accountability as prerequisites for legitimate strategic communication in complex democratic settings.
Ključne riječi
conceptual framework; knowledge transfer; marketing approaches; organizational learning; public sector
Hrčak ID:
337375
URI
Datum izdavanja:
31.10.2025.
Posjeta: 144 *