Marketing Training: Facilitating the Learning of Psychological Operations
DOI:
https://doi.org/10.22480/rev.unifa.2001.14.922Keywords:
Psychological Operations, Marketing, Social Communication, Persuasion Strategies, Human BehaviorAbstract
The article discusses the importance of Psychological Operations (PO) in the military context, emphasizing their evolution since World War II. POs are presented as an essential tool for influencing enemy behavior and public opinion, using communication strategies that meet people's basic needs and desires. The text suggests that officers trained in Marketing Administration are best suited to plan and execute these operations, given the intersection between marketing concepts and persuasion techniques. Furthermore, the article proposes the creation of specific courses to train human resources in the field, highlighting the need for standardized and accessible training. The conclusion reinforces that adopting these measures can result in significant benefits for the Brazilian Air Force, especially in peacetime, by projecting a positive image in society.
References
BRASIL. Comando da Aeronáutica. Comando Geral do Ar. Comando e Controle na Guerra. Brasília, 2000. (MCA 500-3).
BRASIL. Estado-Maior do Exército. Anteprojeto do Manual de Campanha de Operações Psicológicas. Brasília, 1999. (C33-1).
CASTELLS, Manuel. A Sociedade em Rede - A Era da Informação: Economia, Sociedade e Cultura. São Paulo: Paz e Terra, 1999. Vol 1. 540 p.
GOLDSTEIN, Frank L. Psychological Operations - Principles and Cases Studies. Alabama: Air University Press, 1996. 325 p.
KOTLER, Philip. Administração de Marketing - Análise, Planejamento, Implementação e Controle. São Paulo: Atlas, 1993. 847 p.
OLIVEIRA, Jayr Figueiredo de. Uma Reflexão dos Impactos da Tecnologia da Informação no Brasil. São Paulo: Érica, 1999. 256 p.
THOMPSON, John B. Ideologia e Cultura Moderna - Teoria Social Crítica na Era dos Meios de Comunicação de Massa. Petrópolis: Vozes, 1995. 485 p.
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