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Guerrilla Marketing – Counterinsurgency and Capitalism in Colombia - Chicago Scholarship Online
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Guerrilla Marketing: Counterinsurgency and Capitalism in Colombia

Alexander L. Fattal

Abstract

Guerrilla Marketing argues that counterinsurgency and marketing have merged together in Colombia. More specifically the book analyzes a government program to persuade FARC guerrillas to defect from the rebel movement while also rebranding the Colombian army as a humanitarian actor. This program in the Ministry of Defense has partnered with Lowe/SSP3, an advertising firm that has managed the brands of Mazda and RedBull in Colombia. The partnership pitches a new life to guerrilla fighters, one as consumer citizens and entrepreneurial subjects. Those who abandon the insurgency’s ranks are coaxed ... More

Keywords: Colombia FARC Latin America counterinsurgency propaganda marketing branding demobilization militarism postconflict and peace building policy

Bibliographic Information

Print publication date: 2018 Print ISBN-13: 9780226590509
Published to Chicago Scholarship Online: May 2019 DOI:10.7208/chicago/9780226590783.001.0001

Authors

Affiliations are at time of print publication.

Alexander L. Fattal, author
Pennsylvania State University